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Telia Play

Films, series and TV channels in one

Communication for Telia Play original reality series TILTAS

Goal:

To tell about the new reality series in an interesting and engaging way and thus encourage users to tune in and watch TILTAS on Telia Play+.

Reality series TILTAS

12 different participants who competed for a prize of 30,000 euros by building a 300-meter-long bridge in wild Lithuania.

Challenges:

  1. What content needs to go out before the show starts, during the show and after the show ends?

  2. How do you engage people with content?

  3. What should be the frequency during each phase?

  4. How to successfully grow the community of the new Telia Play Instagram account?

First stage: before the series

Contents: trailer and countdown to the premiere of the series

Second stage: showing the series

Close up of the participants

Hints for the events

Trailers of new episodes

Series memes

For audience engagement: moral dilemmas

Third stage: after the series

Backstage

Life of the contestants

To include the audience

for Instagram account growth

Frequency

Average number of entries per series: 

4 units of content

Achieved result

Average reach of one post:

~308 000

people

Posts led to an average number of visits to the Instagram profile of

~36 000

people

and received

~130 000

engagements

Campaign brought to Instagram account

~162 000

people

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