Campanie
General Information:
Strategic approach:
| Strategic approach: |
Context A new series coming in January 2025 which is our key highlight for Q1 on DIVA called The Way Home, releasing 6th January. The Way Home: DIVA will be airing 3 seasons of The Way Home back-to-back from Jan 6, hoping to ride the momentum following a successful DIVA Christmas campaign. The show is about three generations of strong women who are living together in the small farm town of Port Haven, who embark on an enlightening and surprising journey none of them could have imagined as they learn how to find their way back to each other. It should resonate well with the DIVA audience, being a Hallmark series, themes of time-travel and magic, family connection and a strong cast. Challenge "The Way Home" Season 3 aims to deepen viewer investment and attract a broader audience, ensuring its place as a must-watch series this season. The rise of streaming platforms has transformed the way audiences consume content, creating significant challenges for linear TV. The war between classic television and “on demand platforms” has some specific challenges as following: Traditional TV relies on scheduled programming, but audiences now prefer on-demand content, watching what they want, when they want. With platforms like TikTok and YouTube offering bite-sized content, linear TV struggles to retain viewers for long-form scheduled programming. Younger viewers are increasingly "cord-cutting", favoring Netflix, Disney+, and Amazon Prime over cable/satellite subscriptions Viewers are no longer willing to wait for their favorite show at a scheduled time when they can binge-watch entire seasons instantly on streaming services. Viewers now consume content on phones, tablets, and smart TVs, favoring streaming apps over traditional TV. Streaming platforms use AI-powered recommendation engines, whereas linear TV lacks interactive or customized content suggestions. Linear TV still holds power in live events, news, and major broadcasts, but must innovate, integrate streaming strategies, and enhance viewer experience to remain competitive in a rapidly changing media landscape. Objective Despite the challenges posed by streaming services, linear TV is fighting back by evolving its business models, integrating digital strategies, and leveraging its unique strengths. For NBCUniversal, the primary objective of The Way Home Season 3 is to maximize awareness and attract a larger audience by leveraging multi-platform marketing strategies. Given the increasing competition from streaming platforms and shifting viewing habits, building strong brand recognition and engagement is crucial. Approach Network is now partnering with platforms like LG CTV to expand their digital presence and deliver linear content through smart devices. NBCUniversal combines traditional live TV with next-day streaming and exclusive digital content and produces short-form digital content to attract younger audiences on YouTube, TikTok, and Instagram. Some networks premiere shows on streaming before airing them on traditional TV, allowing them to test engagement levels. By embracing digital transformation and blending linear with streaming innovations, traditional TV networks can remain relevant and competitive in the ever-changing media landscape. Cross-Promotion on NBCUniversal Networks & LG CTV by using air teasers across different platforms and streaming on video platforms such as YouTube to ensure widespread exposure. Tease key plot twists to spark online speculation and encourage binge-watching. Also in parallel has been run an influencer marketing campaign with micro-influencers and their content has been amplified within CTV and Publishers. Link Presentation: https://docs.google.com/presentation/d/1I7C1x0nenJEDGXVK2quVhPlX51AhJhRa0sKhGM7Qqa4/edit#slide=id.g32dbcfd7e2f_0_0 Link Video: https://www.youtube.com/watch?v=0XYeX91lrss |
Execution:
| Images: |
.jpg)
.jpg)
.jpg)
|
| Video Link: |
