A new social strategy to connect with old fans
Data-driven reactive content strategy.
Cross-brand fan engagement.
600% Y-O-Y increase in video consumption.
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.
Ultimately this strategy (empowered by paid media) expanded Sony Crackle’s core demo well beyond all established benchmarks.