Sky first began marketing via social media in 2013 following initial success with its customer service initiative. As a result, a prolonged pilot campaign involving ongoing community engagement and the creation of bespoke reactive content was launched to provide an initial framework for ongoing activity.
Digital Hybrid was drafted in to manage the core Sky brand hub across both Facebook and Twitter. This involved publishing and scheduling ad-hoc reactive content as well as engaging directly with a very large and vocal audience. All interactions followed Sky tone of voice guidance and brought wider Sky materials from supporting websites together to provide a consistent and charismatic brand voice.
Working closely with Sky’s creative partner, Sapient Nitro, the pilot campaign lasted a full five weeks. In addition to community management, reacting and responding to the community, this also involved ongoing monitoring for trends, themes and topics of interest. Regularly reporting on conversational themes allowed the ad-hoc creative team to create exciting and ultra-relevant content in a more timely and inclusive way than ever before.