The Challenge
Create social awareness and build anticipation for TV One’s newest reality series R&B Divas. Leverage a music focused platform to reach new audiences for TV One.
The Solution
- Build a fanbase for the series by creating a Facebook page and seeding exclusive information pre-premiere
- Extend reach to new audiences by hosting a live DJ session with the Divas on Turntable.fm complete with custom avatars, allowing fans to chat and listen to music with the Divas. Seed behind the scene photos from the event on Facebook through Instagram
- Leverage the social awareness and success of TV One's most popular series, Unsung by having the Divas live tweet the finale episode leading into the premiere of R&B Divas
The Result
- The Turntable.fm event received over 1,300 visitors to the branded TV One DJ Room in one hour
- The day of premiere there were over 17k tweets about R&B Divas, over 30% more than competitor VH1’s Single Ladies received in the same evening
- Accumulated 10 National Trending Topics through live tweeting during the premiere episode and received the same volume of social TV chatter as the well established Braxton Family Values on WEtv
- Received a Total of 95K+ tweets and 19 National Trends about the series throughout the entire season
- Over 26k Facebook fans were reached by premiere due to combined organic social management efforts and Facebook Media and accumulated a total of 46k Facebook fans by end of premiere
