September 25, 2013 - Comments Off on Very and Bloom team up to push second screening boundaries
Very and Bloom team up to push second screening boundaries
We’re delighted to report that we’re working with digital department store Very to develop a smarter way to focus their social media conversations with TV viewers.
Second screen engagement is proving to be a great opportunity for brands to build new audiences, if conducted effectively.Following the success of their partnership with Big Brother, Very is sponsoring the second series of the hit ITV2 ‘dating’ reality TV show ‘Girlfriends’. Reaching approximately one million viewers on a Wednesday night, Girlfriends has proven to be an ideal partnership for Very in reaching its social media friendly fashion and girl gossip viewing audience. Very has used the in-depth social data analytics provided by Whisper, our earned media planning tool, to plan their engagement strategy before each show .
A study by Nielsen found that 40 percent of smartphone owners in the UK use their phones at least once a day while watching TV, whilst a further global study by Ericsson found that nearly 70 percent of people use social media while watching TV each week. Nielsen also recorded a 27 percent increase in second screening through Twitter between February and June this year.
Whisper uses real-time social data to identify influencers and help plan viral content. Whisper defines true influence as people that have the greater ability to encourage multiple communities to get involved with a conversation, therefore providing more ways to share content and increasing the propensity for that trend to go ‘viral’.
Jon Owen, Very’s retail director , said: “By using Whisper we were able to use the social data to plan our strategy in order to increase exposure for our brand in association with viewers of Girlfriends. So far it has proved to be a success and we’re excited to see more results very soon.”
Our head of data insight, Peter Laflin added: “We were able to analyse conversations on Twitter during the first series last year to identify the audience profile match and predict the trends in the show to help plan this year’s strategy for Very to engage with TV audiences effectively”.
Want to know more about Whisper? Watch our introductory video here.