Case study summary
Social media research to deliver product insights & programming opportunities for Discovery Channel
Client details
Discovery Channel EMEA
Background, Objectives & Challenge
In order to collate valuable insight to drive new programme development, Discovery Channels’ challenge was to better understand their customers’ preferences around the use, sharing, ordering and filtering of digital content for their own use. This insight would also help meet the Discovery Channel’s project objective to identify potential advertising and premium product revenue opportunities.
Approach / Solution
A number of workshops were run with the Discovery Channel business, RMM social technology experts and Discover Channel content experts to identify the type of content produced by the channel and of interest to customers. By combining this with social research across different geographies, a shortlist of treatments was developed to define how to facilitate social behaviours aligned with the brand. These included the opportunity to use existing social applications (e.g. Google Earth), as well as the potential for servicing gaps in the market with tools such as timelines and mind maps for organising information.
Results
The project provided the client with additional awareness of how content sharing could help develop ‘buzz’ around the brand, a deeper understanding of key areas of relevance and interest to their customers (e.g. real life experiences), and greater insight into how the organization could develop in the future. As a result of these workshops, a shortlist of three new social initiatives were developed, with one of these subsequently going into production.
Links
Discovery Channel : www.discoverychannel.co.uk
Client comment
We’re in a time when everyone is scratching their digital heads and afraid to commit or test the water. RMM helped us to organise and focus our thinking, without patronising, regarding the development of new digital products and services. Their programme of workshops, research, best practice and sheer knowledge of innovative thinking generated a whole host of thoughts and ideas that our team and RMM are now pushing forward.
James Gilbey, Creative Director