The goal
Kanaal Z - Canal Z is a Belgian TV channel, active in Flanders and Wallonia, offering its viewers the latest financial and economic news. With our partnership, we want to grow Kanaal Z - Canal Z's online communities on Facebook and Linkedin and keep them up-to-date during the day. We also want to give more reach to the TV reports by offering a social video edit option to the customers of Kanaal Z - Canal Z.
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Our social story
First, we made sure to merge the Dutch- and French-language Facebook pages into one multilingual page. On Facebook and LinkedIn, we share news and entertainment formats and go for a tone-of-voice that is serious but with a fun twist. Our social media manager for Channel Z, An, has both an economics background and experience in social media management. This makes her the perfect match for this go-to media channel for reliable business news. We have two different strategies for both platforms, as we use more text-based posts and hashtags on LinkedIn. On Facebook, we use more videos and focus more on engagement.
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The commercial upselling offer we developed for Channel Z - Canal Z customers is quite unique in the field. Every customer who orders a broadcast from Kanaal Z - Canal Z gets the opportunity to create a social video montage of about 60 seconds. We offer Dutch and French social video edits or a combination of both. We provide an optimal mobile experience with a square format, subtitles and motion graphics. The latter captures the essence and catches the audience's attention on social media. In addition to organic placement on Channel Z - Canal Z's social media channels, we also provide appropriate and engaging copy. This combined with advertising and targeting for each niche and industry. Optimization of the ad during the campaign is also part of our cooperation. ##
The result
It is not easy to communicate in two languages on the topic of economics on social media, but we manage to make it work. We were able to build a motivated and engaging community and over the course of just over a year we reached nearly 8 million people.
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