CLINK, the first ever original drama commissioned by 5Star TV aired every Thursday for ten weeks. As such, our campaign efforts stretched from the launch to the final episode of the series, drip-feeding content throughout the broadcast schedule to encourage viewers to tune in live or watch the show on catch up.
Our PR and digital colleagues worked alongside the PR team for 5Star to plan and deliver a ten week campaign. For PR, we arranged exclusive interviews between a number of cast members and our key media targets including national and trade journalists, including a feature with Radio City Talk.
As the show was filmed in the Liverpool City Region, we also targeted local media who would be interested to hear about the show. We arranged for sit down chats with production members, script writers and other members of the LA Productions’ team. We also worked with city stakeholders including Liverpool City Council and local transport partners to get the message.
Our reporting post-campaign for PR highlights an estimated half a million people were reached by our press relations team, including coverage in The Express, the Daily Star and Digital Spy plus many others.
Meanwhile, our digital team mapped out a social media strategy, including live coverage of the launch event, video interviews and other pre-promotional content, episode teasers, GIFs, ‘behind the scenes content’ and follow-up posts to coincide with the end of each episode, to drive further engagement and conversation from fans and cast alike. Our campaign content gained 600,000 impressions on social media, and 30,000 engagements on the LA Productions social channels.
We set up social listening feeds to monitor for conversations around the series, posting responses and further content to connect fans of the show to the LA Productions social media channels. By using the popularity of the series we were able to increase brand awareness and build their online audience organically. This saw us gain an extra 1000 new followers for the LA Productions social channels during the course of the CLINK campaign.
It’s been an emotional rollercoaster. Thank you for coming on the #CLINK journey with us – we’ve been privileged to tell the real life hard-hitting stories of women behind bars in the UK, and create the first ever original drama commissioned by @channel5_tv. pic.twitter.com/bqps6kzMnc
— LA Productions (@LAProductionsUK) June 20, 2019
Sarah Deane, Head of Scripted at LA Productions, said: “Because the audience demographic for our prison drama, CLINK, was skewed quite young (16-24), we knew that a quality social media and PR campaign would be essential in not only spreading the word about the show, but expanding our social media footprint and gaining valuable chatter about how the show was being received. Influential were ahead of the game from even months before the show’s initial transmission; planning a comprehensive social media rollout to include countdowns, viral gifs, cast interviews, soundbites, teasers and a myriad other clever strategies to ensure everyone knew about CLINK before it even aired. Their reaction to live feedback was instant and we were always kept abreast of any online queries and chatter, so we could respond immediately. This kept our feeds busy and interactive for the whole 10-week run of the show. Having a company like Influential overseeing our campaign guaranteed maximum exposure for the show. We are delighted.”
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