Along with an agency partner, Crimson developed the global site and community strategy for a leading cable soap opera. The goal was to leverage the large and thriving fan base and extend their fan's participation across a diverse set of social media offerings (community, video portal, and wiki). It was also important to maintain their existing and well-recognized brand identity through the creation of a cohesive and consistent user experience across sites.
CHALLENGES
Establish common business and marketing goals for the client's web properties and community
Create a smooth network of experiences that would support the brand identity
Extend user participation to encourage content generation and ownership for the community
Enable users to access, view and share best-in-class content in an accessible and easy-to-use manner
SOLUTIONS
Built a robust, active community that was integrated into an immersive entertainment experience
Enabled two-way communication with customers and allowed customers to create their own content including items such as video, photos and blogs
Integrated commerce opportunities into the site
Created audience segmentation, personas, competitive analysis, business and functional requirements, information architecture, community strategy, revenue and marketing strategy
RESULTS
A scaleable infrastructure was established that will allow our client to continue adding programs to their social marketing initiatives without fragmenting the brand
For more information on Crimson’s work in the area of Crimson Success Stories, email info@crimson-consulting.com.
