Foxtel were operating in a challenging category ecosystem, with competitor Netflix the preferred choice both in its offerings and its social media presence. Foxtel meanwhile needed a clear and consistent social identity, complete with personality, tone and agenda
We presented a Social Media ecosystem that convinced consumers of Foxtel’s worth, demonstrating the superior breadth and depth of content, creating Fomo around big name shows and surprising and delighting fans of content.
Repurposing Foxtel’s Masterbrand social, we created a social ecosystem to house the big social stories people can’t stop talking about using the biggest shows Aussies can’t stop watching. This social layer above Foxtel's content would feed fans' passion and obsession with content consumption, driving FOMO in a major way while illustrating Foxtel’s value and superior offerings.
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