The Deep – Global Digital Strategy Share: Royal Cheese Digital Score Awaiting client review n/a Date Published 24 February 2020 Reading Time 3-Minute Read We’ve worked with the Technicolor Animation team on formulating a digital strategy for their global hit animated show The Deep. What’s the Deep? The Deep is an Australian/Canadian animated TV series based on the comic book created by Tom Taylor and James Brouwer. The series follows the Nektons, a family of adventurous underwater explorers who live aboard a state-of-the-art submarine, the Aronnax, and explore unknown areas of the Earth’s oceans to unravel the mysteries of the depths. The show’s core audience is kids from 7 to 12 years old, and is available on Netflix (Globally), ABC ME (Australia), CBBC (UK), Family CHRGD (Canada), France 4 (France). Our Mission: Grow the Deep’s Viewership Using Social Media We’ve worked with the Technicolor Animation team on formulating a digital strategy, creating content and managing their social media calendar for their global hit animated show The Deep. Scope of the project: target English speaking countries (heavy focus on North America, the UK, and Australia) and France. The Challenge: Address Two Audiences Organically The main challenge was the ability to reach two very different audiences on social media. Kids, who are below the age limit to have a social media account, and parents who decide what family-friendly programs to watch with their kids. The other challenge was to grow their social presence organically with almost no access to the advertising budget. The Solution: Educate Parents With Fun & Kids Friendly Content We developed a content strategy designed to target each audience daily where it’s the most active: parents on Facebook, kids on YouTube. Parents were a critical audience to reach as they decide – most of the time – what their kids can and can’t watch on TV or YouTube. Educating parents on Facebook about the show meant a higher chance for them to recommend it to their own kids. We also activated local trustworthy parent influencers. We developed an engaging native content strategy mixing images, micro-videos (4-10 sec), and short videos (2-10 min) extracted from the show and posted daily. We also added educational pieces to the mix about ocean preservation, one of the main themes of the show. The Results +82% followers in 2019 (17.3k followers on Dec. 31st, 2019) YouTube +94% followers from 3,795 to 7,357 followers (+3,562) 4.1M video impressions +119% people reached compared to 2018 593k video views Facebook +69% followers from 5,220 to 8,828 followers (+3,608) +50% engaged Moms +35% engaged Dads