In October 2014 I was approached by ITV to work on the launch of their new channel, ITVBe. ITVBe was to become the ‘home of reality TV’, with a female-focused audience and a strong online presence. I was tasked with building key social channels to achieve this.
Over the following 8 months I managed all aspects of ITVBe’s social output, working across Facebook, Twitter, Instagram and YouTube. I developed weekly social scripts that plotted out messaging and strategy, wrote all copy and created graphic and video assets that utilised both programme and user-generated content. I was the sole voice of ITVBe online, fielding all customer service enquiries, answering questions and engaging with talent.
I was responsible for a number of innovative campaigns that brought something new to ITV’s social approach. For example, responsive Q&As with key ITVBe talent that allowed fans to get closer to their favourite celebs, viewers’ social commentary read out live on air and rewards for the most engaged followers in the form of ITVBe merchandise.
My real-time social coverage of key shows like The Only Way Is Essex achieved trending topic status week on week and I achieved my target of 100,000 combined followers within 5 months.