how do we reach an audience that doesn’t watch tv?
Omroep ZWART creates great programs that give a platform to underrepresented stories and communities. Everyone is seen, and everyone is heard. But is everyone being reached?
It is no secret: linear tv watch time is declining. An important aspect of Omroep ZWART is to find the target audience online. That’s why the brand was looking for an online partner that knows how to reach their online audience with the right message.
creating and distributing creative social formats to extend TV content
We analyzed how the target audience uses each platform. What are the popular formats? What fills their timeline? Based on this, we developed social formats that drives both reach and engagement!
keti koti
Omroep ZWART has developed an educational package called ‘De Ontbrekende Bladzijde’. The goal? To gain recognition for our shared history of slavery! Building on this, we developed a social format around Keti Koti. We provide relevant background information and share stories with a personal touch. Viewers are engaged by a sense of ‘oh, I didn’t know that!’ The format performed very well organically on Instagram and TikTok! The sensitive topic was well received, with positive feedback from the community!
breaking down breaking
Breakdancing is making its debut at the Olympic Games. Omroep ZWART created the two-part series “Battle Naar Parijs,” featuring representatives from the Netherlands. The program explores the culture and history of breaking. People enjoy watching a sport more when they understand how it works!
Knowing a bit about what you’re watching enhances the viewing experience. With the format ‘Breaking Down Breaking,’ we explain in an engaging way what technical aspects a move must meet. This helps to build credibility for breaking as an Olympic sport.
Also want to create content that aligns with your audience’s interests? As a publisher you can reach an online audience with smart social marketing. Want to know more? Get in touch here.
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