Lifestyle Channel Multichannel Engagement | Ruby Cha Cha

Lifestyle Channel Multichannel Engagement

NRL Advertising Campaign Engagement
July 7, 2017

Lifestyle Channel Multichannel Engagement

THE CONTEXT

The marketing and commercial teams needed robust numbers to size video opportunities in time for an upcoming brand planning strategy session.

This required a questionnaire being developed and signed off my multiple stakeholders in double-quick time.

THE CHALLENGE

The Lifestyle channel are looking to engage its audience across their TV channel, website and social media.

Part of the offer is creating online video content which can be posted on their site and shared through social media.

Lifestyle were looking for direction on what genres and formats of video are most popular.

THE JOURNEY

A concise 15 minute questionnaire outlined a range of ways online video is used:

Genres currently watched Genres would like to watch more often Number of videos a day Length of these videos x time of day An assessment on different video styles

THE RESULTS

Recommendations on what video moments exist through the day and where Lifestyle would be best positioned (based on the white space and the brand’s strengths).

Direction on what style of videos (e.g. the look & feel, types of shots, cinematography, etc.) are most appealing and why – helping Lifestyle to set budgets for video production.

ABOUT THE AUTHOR:
ELLEN BARON

CEO - Expert in consumer psychology, semiotics, ethnography and the Real Housewives of Melbourne.