Did we threat alienating our viewers by poking enjoyable at ourselves and our colleagues? We carefully 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 occasions extra views, twice the interactions, and ten occasions extra new followers per episode in comparison with KCRW’s common publish. 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 have interaction with one another’s feedback, bonding over inside jokes and recurring themes, which creates a way of neighborhood. They examine the present to packages like “The Day by 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 might be simplified
Once we partnered with the comedic promoting company Occasion Land, we knew we wished a model marketing campaign that will be sudden for public media. Most advertising and marketing 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 good friend in LA, and KCRW makes you a extra attention-grabbing particular person.
Our “Get LA’d” marketing campaign was a threat, however that’s why we favored it. It’s easy, shareable, and coy.
Humor fosters neighborhood. Those that get it, get it. Those that don’t, at the least crane their necks with curiosity. The billboards and digital adverts are selfie-friendly, screenshot worthy, and elicit dialog between our viewers and workers, growing KCRW’s visibility with new audiences. There have been a few grumps. However hey, at the least they reacted.
Our Instagram Reel that includes one of many billboards had twice the interactions in comparison with the common KCRW Instagram publish and the best attain of any publish that month, outdoors of “Essential Issues of Nice Significance.”
Completely different occasions require totally different vibes
Individuals in LA are noncommittal, particularly if it means touring throughout a number of freeways and discovering parking. How can we count on individuals to indicate as much as our occasions? Reply: Don’t name it a lecture collection—naming issues.
As an alternative, we promise music, tradition, and novelty.
