A Top 5 Ukrainian TV channels wanted to ensure that a new talent show would attract audience attention in spite of the absence of "stars" in the show (except one jury member).
Existing agency and media partners were unable to come with satisfactory responses to the challenge.
Our associate created a communication strategy giving the show a constant flow of on- and offline exposure through:
- word-of-mouth (via a contestant website)
- viral videos
- dance master classes for journalists
- generation of gossip about contestants relations,
This was briefed to various agencies and vendors supporting the client and project managed to completion.
The average audience share of the show was 3 times higher than the average share of the channel.
Image credit: Hemera