Work

#Redes

What is the best way to connect with passionate sports fans on social media? Through a customized content strategy, Newlink managed to boost the visibility of #Redes – one of ESPN Deportes’ most innovative TV shows - and establish its presence among Hispanic audiences.

CIFRAS DESTACADAS

28M+

impressions generated per month

3M+

interactions generated per month

5x

increase of the show’s social media audience

2

Social TV Awards for best social platform use of Facebook and Twitter

Turned #Redes into the ESPN Deportes’ program with the 2nd highest engagement on social media

OBJECTIVE

#Redes came to Newlink with the following objectives:

  • Significantly increase viewership beyond the TV screen
  • Differentiate the program from similar digital sports-related conversations

SOLUTION

To achieve the set objectives, Newlink developed a social media strategy for #Redes integrating the use of Facebook, Twitter and Instagram as its main platforms. For the strategy to be successful, it had to incorporate the following components:

  • Content Innovation
    To create a meaningful impact on social media, we needed innovative content. We introduced new segments that worked well on TV, desktop and mobile screens, and created daily hashtags based on trending topics, among other efforts.
  • Social media know-how
    To best complement the show’s content, we provided constant support to the #Redes production team, making sure they were always making the most of social media tools and incorporating all the necessary components of social media into the show.
  • A precise segmentation strategy
    We combined multiple targeting capabilities to identify relevant users through the Facebook and Twitter algorithms. This allowed us to reach large numbers of users aligned to the program’s and channel’s objectives.
  • Insightful analytics
    Through the monthly analysis of performance metrics, we identified efficiencies and areas of improvement to optimize campaigns more efficiently.

TRANSFORMATION

Through Newlink’s social media strategy, we managed to expose #Redes to millions of relevant sports fans, supporting the discovery of the program on social media, as well as their efforts on the TV screen. We ensured high levels of reach and engagement, allowing users to interact with and become part of this innovative TV experience. The following are the key highlights of our work:

28M+

impressions generated per month

3M+

interactions generated per month

5x

increase of the show’s social media audience

2

Social TV Awards for best social platform use of Facebook and Twitter

Turned #Redes into the ESPN Deportes’ program with the 2nd highest engagement on social media



ABOUT THE CLIENT

#Redes, the first LIVE multi-screen viewing experience in Spanish language catering to the US Hispanic market used social platforms to call upon its audience to drive a sports-related-conversation that ended up becoming the very content broadcasted on TV.

 

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