Building an audience around a new television series before, during and after broadcast.
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Rather than relying solely on traditional broadcaster promotion, we established and grew dedicated social channels for Off The Grid, creating a central hub for audiences to follow the show's adventures both on and off screen.
Through a mix of behind-the-scenes content, personality-led storytelling and community engagement, the channels generated significant organic reach and audience interaction throughout filming and broadcast. Over a 30-day period alone, content generated more than 228,000 views and reached over 22,000 accounts without any paid advertising, with more than half of all views coming from non-followers.
The result was a growing audience, increased visibility for the programme and momentum that extended beyond broadcast, helping establish Off The Grid as a brand audiences could connect with rather than simply a television show they watched.
We established dedicated social channels from the ground up and focused on documenting the journey as it happened. Behind-the-scenes moments, production updates and the personalities of Colin and Manu helped audiences feel part of the experience long before episodes aired.
Beyond the content itself, we took a grassroots approach to audience building. Featured businesses, suppliers, locations and local personalities were encouraged to share and engage with the content, helping extend the show's reach organically and build a network of advocates around the programme.
As the audience grew, so did the conversation. Viewers began sharing recommendations, hidden gems and ideas of their own, helping generate momentum throughout Season One and even influencing opportunities explored for Season Two.
