Sony Movies Classic is a free to view channel devoted to iconic movies. From the golden age of Hollywood to the landmarks of British cinema, and from visionary film-makers to the legends of the screen, this channel has the classics covered. At the pre-launch stage, through primary research and social insights, we discovered the clear insight that the very nature of our audience and the classic nature of the films means that this is a channel where people seek to engage. Its content naturally drives conversation, opinions, and sharing. This was our prompt for a new Facebook group led strategy.
We developed a Classic Movie Facebook members group giving movie fans a place to discuss the movie greats and cultivate a group of brand advocates to encourage tune-in. Our content is carefully crafted to invite user engagement and participation. We are topical, we use quizzes, invite feedback, encourage opinions, and spend time engaging with member conversations.
Thanks to a strategy devoted to conversation we now have a stunning 98 per cent of the group active and participating in conversation.