Kim Townend

Social Media Consultant & Strategist

social strategy

How Broad City’s social media strategy delivers, as well as being MASSIVELY FUN.

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It’s probably not a big secret that I’m a huge TV nerd, and as such I love Social TV. What I’m constantly astounded by, is how little thought and effort is put into most TV show social strategies. Sure, Doctor Who and Supernatural do some stuff, but in all honestly – most of this is fuelled by fandom, not smart, creative thinking.

Enter Broad City.

Until I researched this piece, I had no idea that the creators and stars Abbi and Ilana worked in SEO/social pre web-series, but suddenly all became clear.

As the second season of Broad City launched on Comedy Central in the US, it was obvious that the girls had upped their game. Their Facebook, Twitter, Instagram and Tumblr presence was top notch, but not satisfied with that they decided to hit dark social as well, creating their own keyboard app, so you could now share your fave Abbi and Ilana gifs with your BFF in texts.

They partnered with Lyft and created a Broad City bus (that featured a replica of Abbi’s apartment) and drove it around picking up customers, who then Instagrammed it like crazy. (hashtags front and centre)

But the real genius was in the way the show was aware of which moments in each episode people were going to want to share. These were the ones they created gifs and stickers from and served up in their keyboard app. This was updated weekly, after each new episode with content that had just aired.

They also created in show moments that referenced online content – who can forget the al dente dentist or the glorious Body By Trey dot Biz  ?
Don’t get me wrong, these ladies were a content marketing machine, throughout the 10 episode run all of the owned channels posted regularly, but it didn’t ever get annoying, even if you followed them on everything. Reasons being

1) The tone of voice was always totally on point.

This isn’t a brands saying BAE type situation. Abbi and Ilana can talk like millennials, because they are millennials.

2) Catchphrases that are good hashtags.

There was no attempt to keep jokes running longer than they needed to. These girls (and their marketing team) understand that Twitter is all about the now so each episode would feature at least a couple of super hashtaggable moments, just ripe for the tweeting.

3) Their approach was integrated perfectly, but they kept their channel content separate.

Gifs and longtail content goes on Tumblr, videos are uploaded natively to Facebook, Twitter is perfect for gifs, memes and showing off fan art. Although the content occasionally crossed over, the strategy was clear and it worked. None of it felt like an marketing ploy dreamt up by a middle aged man who doesn’t get it.

Their social strategy feels less ‘put together’ than HBOs for Girls (which caters to a similar demographic), where everything feels a little bit more corporate than it should. With Broad City it all manages to feel natural and effortless. And this in turn, makes you really, really want to be their friend.

This is a perfect example of an always on social media campaign with well thought out content at its core.

It’s something we should all aim for.

Oh, and check this out for some of the best Broad City social moments.

Recommendations

  • "Kim delivered a session on Social Media for Bellyfeel and Christine Pyke Media on their Turbo Charging Social Media, Social TV and Storytelling course at MediaCityUK. She made an instant impression on the participants with her in-depth knowledge, warmth, humour and ability to get complex issues across. She backed up information with relevant case studies which were tangible. She is an excellent communicator and I would recommend her for training and course and session delivery as well as guest speaker."
    CEO, Christine Pyke Media
  • " Thank you so much for everything you've done, all the insights have been brilliant and very useful. And it's been a pleasure to work with you.'
    The Game Is Now
  • "If you want someone who lives at the cutting edge of social media, then Kim is the woman for you."
    Digital Director, Government Digital Service
  • "Wow! Wish I'd come up with that" That's often my first impression of Kim's work and thinking. Having been lucky enough to work with Kim on a near daily basis for over a year, I've been consistently impressed. Kim's been great at both improving our approach in social as well as actually managing and engaging a loyal and passionate community across Facebook, Twitter, Tumblr and Pinterest. Beyond an impressive work ethic and her encyclopedic knowledge of culture and the social sphere, Kim is genuinely intrigued by the internet. It's this curiosity and her thorough likability that makes her such a pleasure to work with.
    Group Communications Planning Director, BBDO
  • "Kim is great. My first favorite thing about working with Kim is that she actually knows what she's talking about, and she'll give it to you straight. She gets it, and she can explain it; a quality that is rare among the social set. My next favorite thing about Kim is that she's cool. Which is a skill that people rarely talk about, but it's pivotal in the social realm. No one wants to follow or talk to a person or brand who is "not cool." Kim doesn't have that problem. And don't even get me started on her content curation skills… seriously. All in all, Kim has done stellar work building and engaging a global community for Owen's Illinois, the largest manufacturer of glass packaging. In short, she's the real deal. I highly suggest hiring her immediately, and hope to work with her again!"
    Senior Brand Strategist, Doremus
  • "Kim was a dream come true after a series of meetings with fairly useless social media strategists. Kim gave us a super in-depth breakdown of what we should and shouldn't be doing and, despite not having much experience within the jewellery industry, she gave us a better idea of our competitors and where we were going wrong than even some BD's we'd met in the past. Thanks for your thorough, no bullshit advice Kim - forever in your debt!"
    Head of Marketing, Laura Lee Jewellery
  • "Unfortunately there are many bullsh****rs still in the social space. Kim is definitely not one of them. At the coalface of social user behaviour, she knows what's happenings and can translate this into brand action. A lot of fun to have in the studio too!"
    Founding Partner, The Upside
  • It was brilliant working with Kim on our Social Media Strategy. Kim understood all our requirements and produced a realistic and actionable document that we could roll out effectively. It was such a pleasure working with Kim who is clearly an expert in all things digital.
    Director of Communications - Concern Worldwide UK
  • "Kim’s knowledge and passion for her subject we found to be invaluable across a wide range of social TV projects. Kim does not only have a thorough understanding of the theory, but critically for us, she was able to quickly and robustly turn her considerable knowledge into practical application. Kim’s unique straight-talking combination of strategic skill, creative flair and popular culture nouse, adds value to any project she turns her hand to."
    Head of Planning, Red Bee Creative