# The Deep Animated Series

Formulated a digital strategy to grow The Deep's viewership, targeting parents on Facebook, children on YouTube, with notable follower growth and engagement.

- Online Ads
- Social Media

## Our mission:  Growing The Deep’s Global Viewership Using Social Media

We’ve worked with the Technicolor Animation team on formulating a digital strategy, creating content and managing their social media calendar for their global hit animated show The Deep.

### The Mission

Scope of the project: target English-speaking countries (heavy focus on North America, the UK, and Australia) and France.

### The Challenge

The main challenge was the ability to reach two very different audiences on social media. Kids, who are below the age limit* to have a social media account, and parents who decide what family-friendly programs to watch with their kids.

The other challenge was to grow their social presence organically with almost no access to advertising budget.

*Services like Facebook, Twitter, Instagram, Pinterest, and Snapchat require account holders to be at least 13 years-old.

### The Strategy

We developed a content strategy designed to target each audience daily where it’s the most active: parents on Facebook, kids on YouTube.

Parents were a critical audience to reach as they decide – most of the time – what their kids can and can’t watch on TV or YouTube. Educating parents on Facebook about the show meant a higher chance for them to recommend it to their own kids. We also activated local trustworthy parent influencers.

We developed an engaging native content strategy mixing images, micro-videos (4-10 sec), and short videos (2-10 min) extracted from the show and posted daily. We also added educational pieces to the mix about ocean preservation, one of the main themes of the show.

### The Outcome

- Overall: +82% followers in 2019 (17.3k followers on Dec. 31st, 2019)
- YouTube +94% followers from 3,795 to 7,357 followers (+3,562)
  - 4.1M impressions – +119% people reached compared to 2018
  - 593k video views – +79% compared to 2018
- Facebook +69% followers from 5,220 to 8,828 followers (+3,608)
  - +50% engaged Moms – women from 25-44
  - +35% engaged Dads – men from 25-44

**+82% followers in 2019**  
**+94% followers on YouTube in 2019**  
**+69% followers on Facebook in 2019**