Way to Blue / Case Study


Our always on strategy for one of the world’s most popular TV shows

Downton Abbey is one of the world’s most popular TV shows. Driven by its success on ITV in the UK. Way To Blue was tasked by NBC Universal and Carnival Films to deliver an always on strategy across all of the brands social platforms and since 2012, we’ve done just that. We now have nearly 4 million followers across the TV show’s social suite in total.

Aiming to perpetually break the mould of how to elevate and cut through via the increasingly crowded TV and social conversations, the Way To Blue social team manage the official social media presence across Twitter, Facebook, Tumblr, Instagram and YouTube.

Collaborating daily with stakeholders, licensees and support the ongoing promotion of all things Downton Abbey, including products and the Downton Abbey exhibition alongside all other related calendar events. Through a highly creative strategy campaign we drive engagement, global conversation, commercial opportunities and product purchase 24 hours a day, seven days a week, 52 weeks of the year. Just a few months ago, one post organically reached 1.9 million users!

With phenomenal growth reported year on year, and over 500k commercial click throughs, over 2.5 million followers on Facebook, 380k+ Instagram followers and nearly 650k+ Twitter followers, the social strategy has driven product purchase, drives the lion’s share of ticket sales for the Exhibition and frequently features in online magazines and blog sites surrounding conversation around the show. Downton’s social strategy has become a benchmark for drama brands and beyond.

We now have nearly 4 million followers across the TV show’s social suite

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