The strategy that was put forward for all three channels was based on a funnel approach. The first KPI was to drive awareness of the revamped look & feel for all channels. This was followed by engagement based on topics of interest such as shows airing on TV and other pop culture elements. Lastly, we needed to build brand equity by merging offline media and online media. To make the strategic approach relevant to social media, certain creative elements were used, such as shorter video formats, tagging celebrity actors from TV shows that played on the channels, and highlighting pop culture topics such as music and fashion to further broaden each channel’s diversity when it comes to content. Some of the best social media campaigns were for reality shows which allowed for the content to be engaging and shareable among audiences online. In addition to this, engagement systems such as voting polls and quizzes pertaining to the TV shows were used to further expand social media presence of each channel’s content. With the support of paid media behind most pieces of content, all three ROK channels have seen an exponential growth in performance metrics and audience reach on social media.