Since 2012 we have been developing and managing the social media strategy and implementation for the global phenomenon, Downton Abbey. As Season 3 of the ITV series was preparing to come to our screens we were tasked with producing original content and messaging around the series driving engagement with the existing 75k followers and facilitate authentic organic growth through interaction and supporting commercial opportunities with a 24/7 52 weeks a year campaign. Working closely with showrunners Carnival Films, we conceptualised, shot, and delivered original content to support the ongoing growth of the Downton Abbey brand across television, film, and consumer brand events and products. Our strategy needed to resonate globally, reflecting the production values and engaging the brand's loyal followers.
We produced a diverse range of content, including video, static, and animated assets, and captured exclusive on-set content to provide behind-the-scenes insights. Award announcements,memes, memorable dialogue from the show, key dates content and specially shot video were used to create visually striking posts, while character poster art and dynamic ads like canvas ads and carousels promoted key aspects of the show.
We created seasonal campaigns for events such as Advent and the 12 Days of Christmas, and promoted product and ticket sales to drive commercial opportunities. Additionally, feature videos and short-form social content with the cast were produced to maintain engagement, and user-generated content was repurposed to build community and loyalty. This comprehensive strategy ensured that Downton Abbey's social media presence remained vibrant, engaging, and reflective of its esteemed brand, continually captivating and successfully expanding its global audience. We continue to manage Downton Abbey's organic social media channels and engage with the now 5.5million+ loyal followers as the franchise continues to expand.
