WHAT WE DID
The Nativa team was assigned the task to identify and evaluate the current online awareness for a new Spanish-language Fox Broadcasting television channel which was recently launched. The client had a particular interest in finding the sentiment of online conversation among the general and Hispanic market relating to the new TV channel and locating which regions were the most engaged watching its programming. Finally, they were in need of recommendations on how to improve the overall strategy for the TV channel based on these insights.
Using a combination of advanced online listening software, the Nativa team analyzed all online English and Spanish mentions of the channel in the US and Puerto Rico. Data was obtained from a thorough analysis of mainstream websites, blogs, videos, photo sharing sites, podcasts and social communities such as Facebook, Twitter and Youtube.
By identifying California and New York as regions in which users were having issues finding the new Spanish Fox station on their TV, Fox was able to improve their website and social strategy to educate potential viewers about where to find their network.
As many online users mention the Spanish Fox channel and its shows on a daily basis, we recommended to the client a specific CRM tool to be used to manage and learn from this conversation about their brand.
In finding that bloggers such as @webcitygirls and others created huge word-of-mouth marketing for the new channel, Fox was encouraged to leverage additional influential bloggers for future campaigns.
In our findings of the strength and impact of leading actors such as Marlon Moreno on the show El Capo, we provided a social plan to generate increased awareness about Spanish Fox channels as well as raise viewership.
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