Foxtel Takes The #1 Spot In The Zavy Social Scoreboard
In the six months that the Zavy scoreboard has been live on B&T, the NRMA has fairly comfortably held the number one spot – thanks largely to its very people-focused CSR content strategy.
In July, something new happened. Foxtel broke away from the pack and has taken the lead on the Australian Brand scoreboard. How did they do it?
High frequency of posts…
Using Zavy’s Pulse dashboard, we looked at their scores over the last year. You can see that Foxtel tends to peak and trough, which makes sense – there are peaks when specific campaigns launch, or when new shows or seasons are announced.
If you look closely at the graph, you’ll see a lot of little circles, which represent social media posts. Digging into Zavy’s Pages dashboard for more detail, we saw that Foxtel posts more frequently and consistently than any other brand on our scoreboard.
For example, in July (at time of writing), they’ve posted 54 times on Facebook, 77 times on Twitter and 48 times on Instagram. Compare that to JB Hifi, the next most frequent poster – 23 posts on Facebook, 31 posts on Twitter, 8 on Instagram. As an aside, JB HiFi also use YouTube as a channel, and posted 44 times there, while Foxtel uses it infrequently, posting just once in July.
…fueled by a solid supply of engaging content
What’s the one thing that social media marketers want the most? Great content. Unlike most other brands on the scoreboard, Foxtel’s marketers have a deep well of quality video content from prestige and much-loved television shows to draw on. And what’s the one thing that everybody loves to talk about? What they’re watching on TV.
So, from an engagement perspective, Foxtel can ride the wave of public conversation. With watercooler chat now firmly rooted in television and recommendations, we see high engagement and high sentiment scores across their posts. It’s simple: People enthuse, recommend, and debate the shows they love on social media.
And we know that content related to cultural moments gets seven times the engagement as content that doesn’t. With television shows (Friends reunion, anyone?) becoming cultural moments in and of themselves, it’s natural that Foxtel would hit on explosive moments of engagement – those peaks and troughs.
Wrapped up in a winning personality
Foxtel leverages these intelligently. Their brand personality – “we love TV as much as you do!” – is inclusive and fun, and this plays out through their tone of voice on social, where it’s clear they’re fans, not just providers. They talk about TV in the same way that we do – enthusiastically (and with emojis), responding to their followers and starting conversations in the comments. They even run a Foxtel Fans group on Facebook – “for the uberfans, the deep divers, the obsessed.”
This strategy is working – as well as taking the lead in the Zavy Australian Brand Scoreboard, Foxtel had the second highest ranking Facebook post in our Australian Top 25 in the last three months with their announcement of ‘Wentworth – Final Sentence’ season. The post earned 3,926 shares, the highest number in the same period. It’s the orange bubble in the graph below.
The number one spot
Australian Brand Scoreboard. Could bringing in more brand or CSR activity into the mix, long term, help smooth out the troughs between those big TV moments? Maybe – but with their strong personality and creative approach to content, we’re excited to see where they go next.
Want to know where your brand sits on the scoreboard?
Visit the Zavy website to explore our Australain Brand Scoreboard and apply for your own.
Latest News
Revium Snags Peter Bauld From Deloitte Digital
Revium, a leading full-service digital and AI consultancy, has announced the appointment of Peter Bauld (lead image) as Executive General Manager. Revium is a full-service digital and AI consultancy with over 20 years of experience creating engaging digital experiences for leading organisations and their customers. Bauld joins Revium after an illustrious career spanning over two […]
EMG/Gravity Media Names New Managing Director
The makers of Australia's Got Talent has been a magnet for senior hires in recent times.
Opinion: Shark Tank’s Sabri Suby Slams Politicians Jumping On TikTok Ban Bandwagon
Are politicians actually scaremongering about TikTok or just fed up of you doom-scrolling in the work bogs?
TV Ratings: “Ivana Was Robbed” – Final Three Contestants Revealed On Australian Idol
B&T's unsure if these Idol contestants look extra young or whether we are as old as we feel.
Veridooh Snatches Prashand Menon From ScentreGroup
Out-of-home OOH) and digital media leader Prashand Menon (lead image) has joined OOH ad tech company Veridooh as group business director within NSW and QLD. Menon joins Veridooh from his most recent role as ScentreGroup’s group business director and brings with him more than 10 years of experience in Australian media. Previously, he held positions […]
Creative Content Studio OK COOL Answers APAC’s Call, Opening In Melbourne
Life set to get extra confusing for new agency staffers mistaking OK COOL for a pass-ag housemate text message.
Harry’s Cafe de Wheels & Hipages Launch New Pie To Fuel Tradies While On The Tools
The pies should apparently be better for tradies' health, apparently but won't be better for on-site ribbing.
Women Leading Tech’s Woman Of The Year Megan Dalla-Camina: What’s The True Cost Of Cutting DEI Spending?
Cutting DE&I spending might seem easy but you might change your mind when faced with Dalla-Camina's ire.
Thrive Introduces A Batch Of New Senior Leadership Roles
You could say that Thrive is set to thrive with these new hires. But that would be too obvious.
It’s Coming Home! Sponsors Make Subbuteo World Cup Finals Free
No idea what Subbuteo is? You clearly had a more exciting childhood than our editorial team.
Media Bigwigs Bet On Predictive Intelligence Platform Prophet In $5M Seed Funding
Prophet, profit, geddit? Must be laugh-a-minute in this startup's office.
CommsDeclare Brands Shell Energy An “Olympic Gaslighter” & Urges Agencies Not To Pitch For Creative Account
And we thought the gaslight Olympics took place in the Coogee Bay Hotel smoking area!
AFL Wins Battle With Warner Bros. As New AFL Team Is Revealed
There hasn't been this much wrangling over a cartoon animal since, well, ever!
BBC Podcasts Go Global With Amazon Music
Ironically, BBC podcasts unlikely to be available in the Amazon given the lack of signal.
Johnson & Johnson’s Former Consumer Healthcare Arm Reviews Creative
J&J inspired by Scottish term for knowledge 'ken' in its rebrand; nothing says 'wise' like a shot of Listerine.
Kat & Co Transforms Into THE WORLD OF Experiential Agency
After more than twelve years of producing experiences for some of the world’s most innovative brands, including Hermes, Van Cleef & Arpels, Louis Vuitton, and Tiffany & Co, Kat & Co has quietly metamorphosed into THE WORLD OF. THE WORLD OF is an experiential agency at the juncture of culture, technology and the human condition. […]
Adobe Brings Firefly Generative AI Into Substance 3D Workflows
Still unclear of what generative AI actually is? Steer clear of this story.
Clemenger BBDO Introduces Saucy Campaign With Declan Cleary & Lee Kum Kee
When we heard this was a saucy campaign, we thought it be the barbecue and ketchup showdown we'd been waiting for.
Gawk Acquires 40 Billboard Locations From Transad
Gawk makes it move out of VIC into NSW with acquisition. Has promised to stop going on about Melbourne nightlife.
All About Attribution: Commission Factory Releases New eBook
Ever wanted to dive deep into channel attribution? Consider this the perfect springboard.
SMG Studio Launches Risk: Global Domination X Dune Part Two
Through a licensing agreement with Legendary Entertainment, SMG Studio inked the rights to adapt Dune: Part Two into a game based on Risk: Global Domination, Hasbro’s interactive board game. Inspired by Denis Villeneuve’s cinematic masterpiece, Dune: Part Two, this new digital adaptation, RISK: Global Domination X Dune: Part Two, is poised to captivate players from […]
RMIT Study Reveals That 73% Of Employees Don’t Believe Gen AI Is Relevant
Noticing staff switching off when you tell them about gen AI? Understand why here.
Australian Eggs Launches Egg-citing New Campaign Via Connecting Plots
How do you like your eggs in the morning? We usually skip them and go straight for the darts and whisky.
Future Lions 2024 Invites Young People To Be Heard With Spotify
Future Lions, of course, is the AKQA-backed student initiative at Cannes Lions, not a feeder for the rugby team.
QMS: Taylor Swift, Lunar New Year & Mardi Gras Were Boon For OOH Market
Taylor Swift, Lunar New Year and the Sydney Gay and Lesbian Mardi Gras Festival have had a dramatic impact on the number of people moving in and around Sydney over the past month, drawing big crowds into the heart of the city and its surrounding suburbs. New data from digital outdoor company QMS reveals a […]
Legend John McEnroe Joins Pepperstone’s Team Of Global Tennis Ambassadors
Despite the deal, McEnroe remains confused about difference between above- and below-the-line marketing.
LinkedIn Launches New Thought Leader Ads For Companies To Promote Member Posts
Though LinkedIn couldn't get any more insufferable? You thought wrong.
Latrell Mitchell Smacked On Wrist After Dropping Multiple F-Bombs In Post-Match Triple M Interview
Andrew Abdo has confirmed he is not angry... just disappointed.
TV Ratings: “When You Do Love Yourself, You’re Amazing” – Is This MAFS Most Heart-breaking Split?
Hold the press. MAFS groom and bride actually shown to be nice people.
Opinion: The Only Drag Marketers Should Be Worried About
Thought Transactional Drag was a lifeless club night in Newtown? Read this and you'll think again.
AWARD School Welcomes Class Of 2024
It's best to think of AWARD School like Survivor but with pitch decks instead of swimwear.
Interest In Motorsports Reaches New Heights As Formula 1 Grand Prix Revenue Expected To Surpass $100 Million
Need to get a dull sports client some quick results? Rustle up a Netflix series and watch the dollars roll in.
Chair Rob Murray To Depart As SCA Considers ARN’s Latest Takeover Bid
Struggling to make heads or tails of the SCA & ARN saga? Add this to your woes.
Adland Legend John Singleton Separates From Seventh Wife
Singo calls it quits with seventh wife as his race with Rupert Murdoch to become the most-married man continues.
ACCC Eyes Search Competition, Citing ‘Decreasing’ Quality & Rise In Generative AI
The only decline in search quality we notice is when B&T doesn't appear at the top of Google.
“Imagine A Career Above The Clouds”: Royal Australian Air Force Launches New Campaign Via VML
Don't worry about the forthcoming war with China - at least you'll get a bird's-eye view of the apocalypse.