Discoverability for a Web Series on CBC
Challenge: Build a discoverability plan for Brief But Spectacular, a series that has been successful on PBS and was about to launch 10 episodes on CBC.
Solution: We created an organic and paid plan to introduce the series to Canada. Each subject was researched, and individual plans created by topic and personality. CBC was provided with a document and weekly plan to most efficiently leverage the promotional budget and all available CBC promotional channels. The plan called for a strategic push on Facebook and YouTube to target core and supplemental CBC demographics and used psychographic profiles where appropriate. Each of the subjects was contacted and asked to promote their episode on social media, and for upcoming starts like Asha Bromfield it meant excellent traffic as a result.
We also created a Wikipedia page for the entire Brief But Spectacular 7 season run.
Result: Working closely with the production team and CBC stakeholders, the series launched in early 2020. In 12 weeks, the series received millions of video plays, with hundreds of thousands of post engagements. The highest watched episode, Kim Phuc, was seen 400 times a standard CBC Docs video.
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