Platforms:  Facebook, Instagram and Snapchat

Industry:  TV-Broadcast 

Objective: 

The need to connect to a millennial audience in the local market

Strategy: 

• Hired digital reporters dedicated to producing video content for taste and see
• Created lifestyle and entertainment sites: taste and see in 3 Florida markets and 1 regional site
• Created highly visual and authentic video content with a focus of engaging with millennials 
• Built a community around immersive storytelling, allowing the audience to feel and experience the story for themselves
• Created social media profiles for taste and see to quickly connect to a millennial audience
• Measure each piece of content to determine engagement and produce content with a higher engagement and reach

Tactics:

• Produced lifestyle and entertainment content that was relevant to the audience in the local markets with a focus on the following: 

• Things To Do:
  • Concerts, Festivals and Farmer Markets
  • Exploring historic areas of Edison & Ford Winter Estates
  • Beaches (best, quietest, dog friendly, unique)
  • Food & Drink popular around the area
  • Wild Life (CROW, Zoo’s, Manatee park, Naples Zoo, etc.)
  • Theme Parks
  • Breweries, Wineries and Distilleries
  • Coverage of major seasonal local events like Gasparilla, Foodie Festivals, Florida State Fairs and Valentine’s Day 

• Average 2-10 video/text stories per week, including photo galleries and listicles 

Results:

•  After 5 months into the project, we saw significant increases in total and local users across all three taste and see websites, with an average of 600,000 page views and  203,000 unique users on mobile and desktop.  
• Increased brand visibility on Facebook with 7,300 fans.  In less than 2 years, taste and see Tampa Bay reached 170,000 fans, with 177,000 followers.