BRIEF

Help Paramount Network increase community engagement, build brand love, and become a relevant and entertaining part of the culture.

INSIGHT

Through social listening, we discovered there was a dedicated fanbase driving small pockets of online conversation between seasons of Paramount Network series. This presented an opportunity for Paramount Network to provide value and entertainment while fans waited for their favourite shows to come back on air. We could jump on key cultural moments, then populate the brand’s feeds with timely content using the shows and their characters to drive conversations, all while keeping Paramount Network top of mind.

IDEA

The Social Newsroom: A bi-weekly, all-hands-on-deck, insight-led brainstorm. The Newsroom is led by We Are Social and brings together the multilayered Paramount Network team, combining reps from creative, social and digital, media and programming.

The two teams collaborate as one in a tightly-run 90-minute session to ideate content ideas fueled by current industry news, latest platform updates, and social trends.

RESULTS

- Social Newsroom content has massively outperformed brand content
- +19% impressions, +37% video views and +147% comments over non-Newsroom content on Instagram
- +5% engagement, +91% comments and +16% clicks over non-Newsroom content on Twitter