Pop Fun TV

Pop Fun, Sony Pictures’ Kids TV channel brand, needed to grow and re-structure their channels’ presence on social channels. They approached us to help them plan and activate a new programme.

We know from experience and research that social is playing a growing role in TV show storytelling, education and background content. If content is engaging, social can be a strong driver to TV show viewings across a variety of devices and platforms.

So, we set out to re-define the role of Pop Fun’s social channels and the nature of the content.

Both kids and parents were crucial audiences to reach. After auditing the channel’s range of social platforms (Facebook, Instagram, POPJAM and YouTube) across the spectrum of Pop Fun channels we identified the audience behaviour on each platform and established a highly targeted strategy for each of them.
Through a test and learn strategy, we established 3 core content pillars:

• Brand, character and show content - news, characters, trailers and showtimes across Facebook and Instagram.

• Parent focused - empathetic and relatable content linking parenting truisms with kids tv entertainment across Facebook.

• Fun and engaging child friendly content – games, quizzes, teasers focusing on You Tube and POPJAM.

Using these pillars, we create ongoing bespoke content for each platform – always with the aim of driving engagement.

Using a mix of organic and paid activity, we increased average view duration on the Pop Fun YouTube channel by 41 seconds in the last six months. A recent Spider-Man clicks campaign on the Pop Facebook page reached 214,869 people and delivered just under 9000 clicks in two weeks.