Did we threat alienating our viewers by poking enjoyable at ourselves and our colleagues? We intently monitored and tracked viewers response, tweaking the format as wanted. The viewers and content material groups labored hand-in-hand to see this experiment by.
Its first six episodes on Instagram had two-to-three instances extra views, twice the interactions, and ten instances extra new followers per episode in comparison with KCRW’s common submit. The present additionally constantly reaches a better proportion of non-KCRW followers, averaging 70%, in comparison with KCRW’s different content material, which generally reaches about 35% of non-followers. Zero paid spend, all natural.
The content material isn’t simply entertaining—viewers interact with one another’s feedback, bonding over inside jokes and recurring themes, which creates a way of neighborhood. They evaluate the present to packages like “The Each day Present” and “SNL,” stating Concordia’s character is “already an ICON of public radio parody.” KCRW is deep within the feedback too. We problem ourselves to have simply as a lot enjoyable as our viewers.
Advertising and marketing may be simplified
After we partnered with the comedic promoting company Get together Land, we knew we wished a model marketing campaign that might be sudden for public media. Most advertising communications stress the important thing marker of public media: Important impartial journalism. It’s true, but in addition boring.
We knew two issues: KCRW is lots of people’s first pal in LA, and KCRW makes you a extra fascinating particular person.
Our “Get LA’d” marketing campaign was a threat, however that’s why we preferred it. It’s easy, shareable, and coy.
Humor fosters neighborhood. Those that get it, get it. Those that don’t, a minimum of crane their necks with curiosity. The billboards and digital adverts are selfie-friendly, screenshot worthy, and elicit dialog between our viewers and workers, rising KCRW’s visibility with new audiences. There have been a few grumps. However hey, a minimum of they reacted.
Our Instagram Reel that includes one of many billboards had twice the interactions in comparison with the typical KCRW Instagram submit and the best attain of any submit that month, exterior of “Necessary Issues of Nice Significance.”
Totally different occasions require completely different vibes
Folks in LA are noncommittal, particularly if it means touring throughout a number of freeways and discovering parking. How can we anticipate folks to indicate as much as our occasions? Reply: Don’t name it a lecture sequence—naming issues.
As a substitute, we promise music, tradition, and novelty.
