Vega Awards Centauri Winner Winner

United States

2020

‘Nine at 9’ Linear Tune-In

Entrant Company

Socialfly

Category

Social Content & Marketing

Client's Name

Investigation Discovery

Sub-Category

Film & Television

ID was searching for a partner to assist in the promotion of a nine-day broadcast special, dubbed ‘Nine at 9’, which highlighted nine of America’s most captivating crime cases airing every evening at 9pm. The network wanted to push the envelope so Socialfly threw away the traditional influencer marketing model, completely remixing ID’s standard linear marketing approach to include an innovative, omni-channel influencer program. By building a true 360 influencer solution, ID conversation swept the full social ecosystem, with contracted activations across Instagram in-feed, Stories and Live;Facebook Groups, Events, and Watch Parties; YouTube long-form; and, Twitter live tweets, all supported with whitelisting dollars! This special also featured a branded Giphy sticker pack for an even deeper level of engagement with the network’s #IDAddicts during the nine-night event and beyond. ID saw an impressive +212% uptick in unique mentions and equally impressive +200% uptick in unique authors during the campaign, demonstrating new audiences joining the conversation. In addition to the triple digit increase in unique mentions, two of the nine specials trended on Twitter. With +180K true engagements across all 15 influencers and 4 social channels and a campaign engagement rate of ~7%, all sentiment was positive and demonstrated true intent to tune-in based on our contracted influencers’ affinities and interests - their audiences loved the content because of the context. ID saw a 5 point lift in viewership among new and lapsed viewers versus the 4 weeks prior; three of Socialfly’s most heavily prioritized programs (Brittany Murphy: An ID Mystery, Who Killed Jeffrey Epstein?, and The Truth Behind Joe Exotic: The Rick Kirkham Story) drove the highest percentage of contributions from new and lapsed viewers, pointing to the undeniable success of the campaign.

Credits

Senior Director, Strategy & Accounts Cristin McGrath
Director, Influencer Marketing Joanne Reiter
Account Supervisor, Paid Media Michael Perkins
Head of Creative Lindsay Gilbert
Junior Art Director Ryan Rassmussen
Senior Account Executive, Influencer Marketing Chloe Mahalick
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