Fox Home Entertainment: ‘Always On’ Content Strategy

Fox Home Entertainment: ‘Always On’ Content Strategy

The Goal

To develop and execute a formative approach to managing Fox Home Entertainment’s massive social empire with the goal of ultimately driving sales of priority SKUs that align with Fox’s larger initiatives.

The Challenge

To refine their approach to developing a high volume of creative and editorial content, amplify priority events and titles, and develop a robust system of analytics and optimizations.

The Solution

To create an innovative always-on system that was versatile to business needs and social trends, but scalable for creative and analytics teams.

The first step was to prioritize titles, by categorizing owned titles into three main categories based on social audience size, content performance, and revenue earned. This allowed the team to focus on the top and middle performing titles which showed the most promise.

  • Top-performers: Popular titles that had large audiences who were actively engaging with shared content and continuously drove high volumes of revenue.
  • Middle-performers: Titles with medium-sized social followings that were currently dormant, but showed signs of life.
  • Low-performers: Titles with weak social followings that had dormant social channels for long periods of time.

After identifying the titles which would yield the largest impact, we developed a content creation matrix that could be deployed across all high-priority titles to streamline the process and ensure each piece of content was providing the most value.

This workflow was centered around four main considerations: first, identifying a relevant cultural moment; second, correlating the cultural moment to a relevant Fox property; third, leveraging a powerful social platform; and fourth, identifying KPIs. 

Leading a ten-person cross-functional team spanning creative, paid, and influencer departments we produced 60-100 high-value pieces of content per month.

Our social plan consisted of two main categories of content, planned and opportunistic.

Planned Content

The majority of content shared monthly, evergreen posts that were a part of various content series that fostered engagements, drove conversations and supported monthly sales initiatives.

Opportunistic Content

Opportunities identified daily that tapped into trending internet conversations, cultural moments, or social commentary that warranted reactionary responses from appropriate titles.

The Results

  • 2.6X YOY increase in engagement rate
  • 35X YOY increase in retail store clicks
  • 18% increase in revenue.