Case Study
PBS
Evolving Organic Social to Modernize Brand Perception and Drive Audience Engagement
The Challenge
The Public Broadcasting Service (PBS) is known for its high-quality, educational broadcast shows that are beloved by audiences of all ages. PBS has an incredible content catalog, including throwback classics The French Chef with Julia Child and Bob Ross’s The Joy of Painting, as well as recent favorites such as Downton Abbey and Antiques Roadshow, along with high-quality news and interview format offerings. Despite this engaging content mix, PBS’s organic content metrics were declining YOY as they struggled to use their owned channels and wealth of content to drive brand affinity in the changing media and cultural landscape.
What We Did
- Organic Social Strategy
- Organic Social Reporting and Insights
The Solution
Diving into PBS’s Facebook, Instagram, and TikTok communities, we established a consistent reporting cadence for performance and post data on a monthly and quarterly basis. Upon deep analysis, we niched down our reporting into segments based on categories like genre, show title, and post type. We established content performance benchmark metrics tailored to each of PBS’ content categories, taking into account how social platform algorithms have evolved and how audiences responded differently, depending on the platform, to inform brand messaging and content strategy.
The Impact
Our work with PBS’ social team led us to opportunity areas and recommendations, including developing a PBS brand-focused content strategy and testing post frequency across platforms, which led to:
26%
Increase in Instagram Engagement Rate
67%
Increase in Overall Platform Engagements
911%
Increase in TikTok Engagements