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Social analysis provides global broadcaster with rich consumer insights and new socially informed metrics
BRIGHTON, November 10, 2016 – When FOX Networks Group premiered the pilot of the show OUTCAST via Facebook Live, they worked closely with Brandwatch, the leading social intelligence company, to execute their social-driven strategy. By implementing a social-first approach, the broadcast brand has realized increased viewership and uncovered valuable audience insights to use for future campaigns. To read the complete Brandwatch case study, visit: https://www.brandwatch.com/case-studies/fox-networks-group/.
As a traditional broadcaster in today’s digital landscape, FOX Networks Group recognized the need to reinvent its programming using a modern, cutting-edge strategy that would appeal to cord cutters and compete with on demand services. The network also recognized an opportunity to engage audiences on social media and create a buzz online around the release.
For the pilot premiere of OUTCAST, FOX Networks Group leveraged Brandwatch Analytics in conjunction with Facebook Live to offer an innovative viewing experience while simultaneously promoting its brand. FOX provided exclusive early access to those who tuned in to Facebook Live across 61 countries, opening the door for a highly engaged global social conversation around the show.
“Releasing the show before the linear premiere on Facebook Live gave FOX a chance to position itself as being an innovative broadcaster by bringing the TV to where the viewers are,” said Jennifer Fildes, Senior Planner of Global Research and Audience Strategy at FOX.
In addition to increasing viewership of the show, FOX was able to gain valuable insights on this specific group of highly attentive and influential viewers, which would not have been possible using traditional television viewing metrics.
“[We] already have a good understanding of how many people follow our accounts and engage with our content. We wanted to get an understanding our social media audience beyond this – who is talking and what are they talking about,” said Fildes.
Using Brandwatch, FOX was able to determine audience opinion surrounding the premiere. Brandwatch Analytics also revealed the Facebook pilot directly resulted in a 320% rise in positive sentiment and conversation on the brand’s official Facebook page. By listening to social conversations, FOX was able to learn which areas of the show resonated with fans based on demographics.
To learn how FOX Networks Group turned social data into actionable insights, read the case study.
About Brandwatch
Brandwatch is the world’s leading social intelligence company. Brandwatch Analytics and Vizia products fuel smarter decision making around the world.
The Brandwatch Analytics platform gathers millions of online conversations every day and provides users with the tools to analyze them, empowering the world’s most admired brands and agencies to make insightful, data-driven business decisions. Vizia distributes visually-engaging insights to the physical places where the action happens.
The Brandwatch platform is used by over 1,200 brands and agencies, including Unilever, Cisco, Whirlpool, British Airways, Asos, Heineken, Walmart and Dell. Brandwatch continues on its impressive business trajectory, recently named a global leader in enterprise social listening platforms by the latest reports from several independent research firms. Increasing its worldwide presence, the company has offices around the world including Brighton, New York, San Francisco, Berlin, Stuttgart, Paris and Singapore.
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About Fox Networks Group
Fox Networks Group (FNG) is 21st Century FOX’s international multi-media business. FNG develops, produces and distributes 300+ wholly- and majority-owned entertainment, sports, factual
and movie channels in 45 languages across Latin America, Europe, Asia and Africa. FNG’s core channel brands include FOX, FOX Sports, FOX Life, FOX+ and National Geographic Channel. FNG’s movie channels include FOX Movies, FOX Movies Premium and Star Chinese Movies.
Their non-linear brands include FOX Play, FOX Play+ and Nat Geo Play. These networks and their related mobile, non-linear and high-de nition extensions, reach over 2 billion cumulative households worldwide.In addition, FNG owns and operates two production studios and produces thousands of local programming hours for its wholly owned channels and third parties.
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