Victoria is currently preparing for Season 3, it has been one of our more popular campaigns. It has its own handle across Facebook, Twitter and Instagram. We have built the follower level up to 39.4k followers on Twitter, 82k likes on Facebook and 112k followers on Instagram. We follow clear branding guidelines & tone of voice, decided through working closely with production company, Mammoth Screen.
Series One of Victoria was the second major campaign we launched. For Series One we used the production company, Mammoth Screen’s, Social Media handles. This was because we weren’t sure how big the campaign needed to be or if we were going to get a second series.
Again, we used Mammoth Screen’s mascot, Cavendish, to build engagement and brand awareness.
We use TX cards to highlight key moments throughout the episodes. We put these out during the show live, this encourages fans to use the hashtag and help us get it trending on Twitter. This is our aim each episode and we hit our goal the majority of the time. For Victoria we use the hashtag, #Victoria, or if it’s airing in the U.S we’ll use #VictoriaPBS. This allows us to reuse content for both national and international audiences, using geo-targeting and scheduling software to do this efficiently.
International days of celebration are a great way for us to produce relevant and engaging content. It helps us reach new audiences by using trending hashtags to our advantage. With our in depth content calendars we will prepare ahead of time, being sure to only share assets we know will provide the best return on investment.
Awards are the best way to build awareness of a show, they advocate our actors and the encourage follow on series’.
Q&As with the cast are one of our favourite ways to get engagement up prior to an episode. We encourage fans to send their questions in using the hashtag, then we answer them in the run up to the episode airing. This helps our hashtag trend and provides fans with a fun and informative insight into their favourite characters.
These are some of our top performing assets so far this year. Our most active and popular platform is Instagram so it’s important that our feed is visual, fun and engaging.
Here’s a selection of our latest posts, these are the EPK quote cards. These have been created specifically with Instagram in mind, and are posted following a set theme as to create a nice aesthetic for our grid. Check out our Instagram below!
With a show like Victoria, aesthetics are of the utmost importance, and with a platform such as Instagram this resonates well. We try to keep a theme going throughout the feed, so having a selection of assets following the same brand guidelines helps us with this. These particular assets celebrate the significant days throughout Victoria’s timeline and we post these in line with the anniversary of those dates.
The ‘Get The Look’ campaign was a selection of videos designed specifically for the Victoria Instagram page. Working with the hair and makeup designer Nic Collins, we were able to produced short tutorial videos that help our audience get the same style as Victoria.
The 12 Days of Christmas campaign was one of our personal favourites. With the Victoria Christmas special preparing to air, this was a great way to promote our main characters and storylines ahead of TX.