When you've watched Star Wars as many times as I have, the chance to work with the Syfy network is like being asked to come play in an Ewok village.
Image Credit: Fast Company's Profile on Syfy SpaceHack Ariel Waldman
Let's Imagine Greater was Syfy's campaign to expand it's reach among makers and inventors.
To gain the attention of this audience, the content strategy I developed for their digital assets and social channels had to reflect the needs of maker culture and offer them a new way to interact and discuss their passions and projects.
Image Credit: Stefan Poulos, Project Creative Director
Syfy's campaign platform needed to be collaborative and inspiring verses just show and tell. This was an audience that didn't need help being imaginative, they needed space to play. This vision inspired our team to create a site that felt more like a studio, one that could naturally blend the brand's content partnerships with the stories and conversations their target audience wanted to have.
Image: Platform Homepage
Image: Platform Interior Page
Prior to the platform's launch, I provided editorial calendars, post guides and social media management that turned their campaign page into a intriguing feed of sourced, content, brand stories, polls and playful memes that gave makers a new place to find the material they loved to share and discuss.
Without a single dollar spent on paid advertising, we built an audience of thousands in a just a few weeks. While the network would ultimately move in a different direction with the brand's identity, Syfy's first foray into branded content was considered a success.
Image: Campaign Facebook Page
Team
Account Director: Leah Wodja
Creative Director: Stefan Poulos
Design & Tech: Sean Berg