How #LockdownLife Whipped Up Our “Social Life”

Homebound Cooks Transform Into Everyday Chefs

It’s been 13+ months since the world first locked down due to COVID-19, but the obstacles presented weren’t as big of an adjustment for the eBrandgelize team, as it was for others. Fortunately, we could navigate the new digital reality the way we had always done, from a tablet, phone or computer.

Quarantine Quizine

Created by Nicole Hansen and managed with the help of eBrandgelize’s Debi Bailey and Mia Radcliffe, a diverse community of people from around the globe eagerly shared their meals, recipes, cooking memes and a lot of sourdough and banana bread! Some community members became so encouraged by their cooking success, that they followed their passion for food by creating their own cooking videos and cookbooks.

Facebook Live Cooking Demos

The eBrandgelize team of Admins also hosted some surprisingly entertaining “Quarantini Happy Hour” events via Facebook Live in the group, with special guest members who’s cooking posts had made significant impressions on others! These fun, free-flowing conversations helped everyone know the strangers whose cooking and baking skills were the most admired. The recordings were watched and appreciated by members who had always wondered the stories behind the talented men and women who created their appetizing meals and shared them with us.

Nicole Hansen, Debi Bailey and Mia Radcliff hosted guests members during Quarantini Happy Hours


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Shorty Social Good Award for Crown Media’s “Snowfront”

Facebook Live Event, sparked by an idea from eBrandgelize Digital’s Nicole Hansen to CEO Bill Abbott, garners awards for our client Crown Media Family Networks

The 2018 cancelled upfront presentation was salvaged by an attitude that turned bad news into great news for our clients: the show must go on. Crown Media’s social media team took the suggestion to not let the opportunity pass by and enlisted the talent on-hand, to produce a Christmas themed virtual event for Hallmark Channel’s Facebook pages to host. The result was an innovative and utterly memorable alternative to the cancelled Upfront Presentation for advertisers.

From the 11th Annual Shorty Awards:
Upfronts 2018 Facebook Live Event

Bronze Distinction in Facebook Live
Audience Honor in Facebook Live

Tactic

With the help of Hallmark Channel and Hallmark Movies & Mysteries’ fan-favorites, Candace Cameron Bure and Danica McKellar, the company staged a Facebook Live event at 6:30 pm EST on March 22, 2018 with Bill Abbott, President & CEO, and Ed Georger, EVP of ad sales, against the backdrop of a winter wonderland in Central Park, where they announced several new programming developments for the networks. The social team even managed to secure festive costumes for Abbott and Georger, in spite of limited transportation in all of New York! The Facebook Live was also shared over to its sister network Hallmark Movies and Mysteries during the same time to allow fans from both channels to interact and ask questions.

Fans were thrilled to interact with Crown Media Family Networks key executives and talent and learn about developments on their favorite shows and renewals through a surprise Facebook Live event. Usually, the Upfronts is a closed-door celebration with limited media in attendance. This Facebook Live event expanded the viewership and pick-up of these announcements to a much wider audience.

Results

Evaluation

The Facebook Live event was covered by several trade and press including Variety, AdAge, AdWeek, Deadline, MultiChannel, Entertainment Weekly, Broadcasting &Cable and several others calling it a super genius method of announcing new developments.

Stats Include:

500,000 Impressions
325,000 Reach
150,000 views
55 minutes viewed
800 comments

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“When Calls The Heart” On Social, Series Finale is the Most Engaging on Television for Entire Season

Source: WHEN CALLS THE HEART FINALE THE HIGHEST-RATED AND MOST-WATCHED EPISODE IN THE SERIES’ HISTORY | MPCA/Brad Krevoy Television

Viewers also took to Twitter last Sunday as When Calls the Heart became the most engaging series premiering a new episode for the week across cable and broadcast, boasting an average 67 Tweets per person. Additionally, the finale attracted the most unique authors of any series on the network, becoming Hallmark Channel’s most social original series episode.

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eBrandgelize Digital’s team tweeted on behalf of multiple client accounts throughout the season. Pictured Twitter account: @MPCA_Film

The third season of the series made a strong impression on social media overall, averaging more unique authors and Tweets than the preceding two seasons. Compared to season 1 and 2, the third season average of When Calls the Heart was up 45% and 46% among unique authors and 631% and 175% among Tweets, respectively. Across cable and broadcast television,When Calls the Heart became the most engaging series premiering a new episode for the entire season. Moreover, during Sunday Total Day, it was the 2nd most Tweeted series airing a new episode for the season with the exception of last weekend’s debut, which became the #1 Tweeted original drama series on cable for the week.

Source: Nielsen, April 4-10, 2016; Nielsen SocialGuide Twitter TV Ratings, 2/21-4/10/16.

Additionally, eBrandgelize headed up a social media campaign to urge Netflix and Amazon to pick up the show for international audiences at the request of the international sales agent, Lionsgate Television.

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Upon seeing this tweet on the @MPCA_Film Twitter profile, #Hearties took up the cause and created their own tweets targeted at overseas profiles for Netflix and Amazon.

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