With the topical comedy show “Late Night Mash” starting to air on Dave (@DaveChannel), the channel team was keen to stoke buzz for the first episode and beyond.
As core audience groups were likely to take to the second screen of Twitter before, during, and after the show, the platform was the natural place to run a launch campaign to raise awareness, boost discovery by new viewers, and drive engagement.
To stoke excitement about the show’s launch, @DaveChannel produced short promo videos featuring host @MrNishKumar and promoted them on Twitter in the UK.
These videos included an early teaser to let fans know the show was coming soon on @DaveChannel. To spark the interest of potential viewers, the launch day video teed up the topics the show would cover that night.
Over subsequent weeks, @DaveChannel sought to sustain the campaign with reactive and topical videos. It used smart keyword targeting aligned with themes and topics covered in each episode to reach an interested audience.
To reach as many comedy fans and current affairs aficionados as possible on launch day, @DaveChannel chose to run a Promoted Trend. This high-impact placement kept “Late Night Mash” among the top Twitter Trends in the UK for 24 hours, driving mass reach and disrupting timelines to capture the attention of as many people on Twitter as possible.
Both fans and well-known faces from the show engaged and shared Tweets about the show from @DaveChannel. This engagment kept the conversation lively and buoyant before and after each episode.