the challenge

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.

social marketing is crucial in the transition from TV to on-demand viewing

  • Highlighting the important, but loaded and complex topics; awarenessfor Keti Koti and the history of slavery

  • Launching the ZWART Cultuur YouTube channel

  • Developing a content and distribution plan for YouTube, TikTok and Instagram to support TV programmes

  • Producing social formats that are tailored to a specific platform—for maximum engagement

team5pm glass logo

our solution

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.

what we make

As a data-driven content group, we put your target group on #1 and create effective content that builds strong brands.

directionals

  • Social

    Transavia's TikTok-debut was a big hit: thousands of followers in one month and now a community of 23.000. With authentic, Employee-Generated content and smart use of Spark Ads, we reached millions of views and created an engaged community.

  • Prime Video captivates Gen Z with targeted social campaign for Danish series ‘Roasted - Verdens Sjoveste Ferie’

  • Linear TV watch time is decreasing. With a social strategy, Omroep ZWART delivers an important message to their online audiences.

  • Online campaigns
    Social

    This is how you build brand awareness and create an attractive brand with a creative formula and tailor-made formats for both TV and online.

  • Social

    An influencer campaign on social that inspires people to diversify their diet and be creative with meat and dairy-free meals.