Case Channel Premiere
It’s Black Friday, right? Wrong! At Premiere Channel, it’s Black Return. In reference to the 2nd round of the A Series of the Brazilian Championship, the promotion that gave discount for new subscribers was the first social listening challenge made by VX. Started in November 2020, the Black Return generated 26.5% more interactions than the previous period (October 2020) on Facebook and it was a challenge to respond to new and old customers about the novelty that engaged not only the audience, but also Premiere Channel’s casting names.
Following the game routine is an intense job performed by the VX social listening team, providing real-time commentary during the games. In addition, this team also helps subscribers and interested parties, answering their questions about the Channel on TV and on the official app. Check out our case below, which had a lot of balls in the net and accurate goals.
Real time
With the high frequency of current championship matches, VX is divided to attend as many matches as possible to strengthen ties with users and also to help them clarify possible doubts and programming issues.
Since the beginning of our work with Premiere Channel, it has been important to highlight the comments on Twitter, where there is the greatest concentration of the audience during live television games.
In the first two months, there were, on average, 6 live games per day and a 41.6% increase in interactions, aiming to get closer to the audience, strengthen ties and show that Premiere Channel is close to them at the moment of sharing their greatest passion: soccer.
To comment in a unique way on timely situations, we created Premiere Channel’s customized gifs to respond to viewers’ interactions in a lighter and more fun way, exactly as they like it.
Monitoring and highlights
Premiere Channel’s official networks continue to grow and had an increase of 64.9% of followers on Instagram and 52.3% on Twitter in the months of November and December, compared to October. On Instagram, engagement grew by 40.7%, mainly on game days of A Series of the Brazilian Championship and on fun content about the players. Facebook continues to grow steadily in interactions.
The ball does not stop on the Premiere screen and neither does our team. There were 344 hours dedicated to the main games shown on the Channel, which resulted in a cohesive and fun communication, just like Premiere’s persona, which is getting closer and closer and showing that we do play together and we are a single team – even if each one has a different favorite club.
