Freeview:
Making a household name relevant for the social generation
The brief:
How we transformed Freeview’s online identity with a social glow up
The Challenge
Having worked with Freeview for several years in a PR capacity, Nous was tasked with attracting a Gen Z audience to the brand’s social media accounts.
Finding exciting TV content to entice a young audience wasn’t a challenge - but simply posting TV listings would never cut it with a demographic that has hundreds of brands vying for their attention every time they open Instagram.
To stand out above the noise, we launched large scale competitions, influencer-led campaigns, and shareable memes that make Freeview’s audience LOL IRL. We also integrated characters from Freeview’s current Alien Queen-themed ad, being sure to never come across like corporate advertisers.
The social media landscape is constantly changing – and our mission was to stay ahead of the trends. From reactively posting in response to cultural moments to increasing our focus on Instagram Reels, our data-led strategy means Freeview’s social identity is young, vibey, and future-facing.
The Impact
The results were transformative; since taking over the account, we've grown Freeview's Instagram audience by 300%, increased monthly reach by 457% and achieved a 19.84% engagement rate - demonstrating the power of authentic, relatable content among the social generation.
Throughout 2023, as the Cost of Living topic became more prevalent than ever before, we drove awareness of Freeview's free content offering through partnerships with 8x relatable and money-savvy influencers, to deliver an educational campaign on how to save money on TV subscriptions that remained authentically steeped in Freeview’s light-hearted and humorous brand personality. A campaign which saw over 930k in reach and an average CPE of £0.11 - 66% cheaper than the industry benchmark.
Of course, data only tells half of the story. Throughout this project, Freeview’s social media platforms have been revamped, with colourful, attention-grabbing, varied posts that immediately catch the eye and draw you in. Every feed has also been carefully curated to showcase a diverse range of voices, with campaigns around the likes of Pride Month, Black History Month, and accessibility awareness underlining the Freeview mission to champion free TV for all.
Freeview were one of Nous’ inaugural social media clients. Over the past few years, we’ve seen the Freeview social media accounts go from strength to strength, with record metrics. They are a proactive, friendly, and knowledgeable team – and a pleasure to work with. I highly recommend them.”
NEEMA SHAH | Head of Consumer Communications & Marketing
1M
People reached
22%
Engagement rate increase
5%
Increase in followers
