Bravo + Real Housewives launch

Three phase social campaign strategy

NBC Universal came to us under cloak and dagger in February, letting us in on a big secret - they were launching a whole new channel in New Zealand as a business venture with Mediaworks.... Bravo Television New Zealand.

The strategy we wrote covered three main phases:

One - the day Bravo was announced, we needed to get as much social mileage as possible, and start building brand awareness and social communities on Facebook, Instagram, Snapchat and Twitter in advance of the channel going to air a month later. We also had fun planning out a military operation for the launch party, including content strategies for each channel, including Facebook live as we covered the ins and outs and all angles of a very showbiz affair.

Two - from announcement to channel go-live, the strategy needed to deliver some big numbers for tune in, and start getting thirst up for the reality TV event of the year - New Zealand's own Real Housewives of Auckland.

Three - this phase was all about the Real Housewives. The strategy dealt to how Bravo would build to the first ep, and keep viewers engaged between episodes and in the lead-up to the next ones, while also attracting new viewers.

Working with the talented team at Backchat Media and with NBC Universal and Mediaworks' teams on this was an amazing experience. The dedication to giving us unfettered access to the talent (we hosted some excellent after-show chats on Facebook Live!) and their true understanding that capturing as much content on camera both still and moving meant there was a real opportunity to plan and implement a wide-ranging and successful social strategy.