SundanceTV
From January 2015 to the end of 2016, Whitney served as the Social Media Manager at SundanceTV. In this role she led social media strategy for originals (Rectify, The Red Road etc.), on-site social media production for Sundance Film Festival and worked closely with talent to leverage their social media to drive impressions and engagement for programming. Here are some highlights from her time at SundanceTV:
Whitney developed and executed social media training for all show talent. This included best practices for engaging with fans, live-tweeting about their show, hosting a Q&A and posting behind-the-scenes photos.
She created the social media strategy and on-site support for SundanceTV’s popular main street house at the Sundance Film Festival. This included over 10 days of programming and the installation of a Twitter Mirror.
Whitney worked closely with international production partners to launch global social media strategies and share assets to build fandoms across the world (i.e. ABC Australia, for the series, Cleverman).
In an effort to drive engagement and impressions for SundanceTV originals, Whitney worked with the marketing creative time to place hashtags on key art for out-of-home placement.
CASE STUDY
PROBLEM: Fans were anxious for the return of SundanceTV’s Rectify in the winter of 2015 (February). Season 3 was on the way, but it would not be coming until July of that year. Sadly, there was very little content to bridge the gap and Whitney couldn’t share much about what was to come, so the hundreds of comments each day were met with silence.
SOLUTION: Whitney didn’t need to give the audience much, just acknowledgement that we saw them and heard them. Therefore, she worked closely with the on-set crew to get approval to post the first page of the script. The page’s engagement soared, on average there was at least a 15% increase in page engagement (for the off-season). This served as a tiny teaser and gave the audience a reward for being so loyal. In addition to this, Whitney arranged for small polaroid cameras to be sent to each member of the cast. That way she would have behind-the-scenes content for in season and beyond.
