How TV Land Used Social Video To Attract Audiences
Leading up to its premiere on March 31, 2015, TV Land wanted to generate awareness about its new show “Younger” among an audience of Generation X and millennial females.
TV Land worked with Adaptly to reach users around two big entertainment events that aligned with Younger’s core audience: the Oscars and the release of “50 Shades of Grey.” We used Promoted Video on Twitter to showcase sizzle reels and steamy love scenes from “Younger” — content that would be interesting to women talking about “50 Shades of Grey” and the Oscars. We used a mix of keyword, interest and TV targeting to ensure that it reached the right users.
The Oscars videos received a 5.5% view rate while the “50 Shades of Grey” received a 3.2% view rate. There was a 70% completion rate for videos promoted for the Oscars and a 34.6% completion rate for videos promoted around “50 Shades of Grey.”
“We knew women would be talking about these moments on Twitter, and we wanted to find a relevant way to join the conversation.”
– Kristin Mirek, VP, Multi-Platform Development & Marketing at TV Land