How to make a traditional TV channel relevant in the digital age?
Thinking
Many of us enjoy watching movies and series, but it is undeniable that during the pandemic we all gave into the urge, even if just a little, to consume digital entertainment. In this context, AMC Networks called us with a challenge: to build its presence on social media with a creative and engaging approach.
The job was to provide AMC with an up-to-date digital voice of its own that spoke to the diverse audiences of its five channels in Latin America: El Gourmet, Más Chic, Europa Europa, Film & Arts and AMC.
Our focus was on positioning this traditional TV giant in the video-first era of likes and followers. To do so, the plan was to apply its brand identity with a digital approach.
The strategy focused on creating original and attractive content for its different social media channels, in order to connect organically and genuinely with the new generations of audiences. AMC Networks sought to position itself in the digital landscape with the same strength that it already had in traditional television.
Doing
We are a multidisciplinary team made up of more than fifteen professionals who, to date, have developed strategies and innovative content for all of AMC Networks’ channels. This includes the creation of podcasts, websites, graphic pieces, videos, advertising campaigns, spots starring celebrities, viral challenges, specific campaigns for the launch of new productions, and in-person activations.
At Happy Together Studio we managed to promote sustained and significant growth in AMC Networks' digital communities, achieving:
We established a diversity of voices and digital communities for AMC Networks, allowing it to create a universe of its own content with a high level of participation, which operates independently of its television channels. Thanks to this, AMC established itself as one of the most innovative and prominent entertainment producers in the digital field.
Sustainable Development Goals - ONU
