Sony Crackle
A new social strategy to connect with old fans
strategy|content|media|community management
Data-driven reactive content strategy.
Cross-brand fan engagement.
600% Y-O-Y increase in video consumption.
Approach
To reinvigorate Crackle’s social presence, NEWHOUSE did extensive research to identify a group of super fans across the Sony brand’s outlets.
We then crafted a “brand voice” to appeal to this audience, creating content in a vernacular targeted directly at them... and plotted a broad social media strategy around the films and shows these users loved most.
Results
Ultimately this strategy (empowered by paid media) expanded Sony Crackle’s core demo well beyond all established benchmarks.
