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Global Marketing Communication

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The article is based on the case of how SBS has come out with a successful way to find its audience for a documentary TV series. The client wanted to reach out to its clients directly rather than looking out for the audiences to actively turn on SBS on TV. The engagement was given to the agency called ‘ The Dubs’ , a digital engagement agency. The agency introduced this innovative documentary series ‘ Goa Hippy Tribes’ on a social networking site, Facebook. The project was built with support from the Australian filmmaker, Darius Devas.

The inclusion of Devas was important as he had already traveled to Goa, India. He was allowed to document the reunion of his old friends who were there as part of Goa hippy Mecca in the 1970s. The documentary was built by collecting response from the significant personalities which were key in the entire story. At the first stage, the Dubs has come up with 13 video vignettes on the platform of Facebook. This was done on a regular basis throughout the months of March and April 2010. The platform was chosen in the wake of customers’ growing attraction towards online content.

The project was an effort by the leading broadcast medium SBS, Freehand Television, Screen Australia and Screen NSW. The strategy was implemented in two stages. At the first stage, the Facebook Group was considered to attract the audiences. At the later stage, the Facebook fan page was included to communicate with the target audiences. The project started off with the introduction of ‘ Goa Hippy Tribe’ , an online community to connect the relevant people and communities.

The community page puts its effort to be linked and associated with the audience group who is passionate about the group and emotionally tied up with the Goa hippy community. The videos were related to certain themes like drug subculture, young age spirituality and trance music which can be associated with the Goa. Furthermore, the Dubs also used other media platforms like YouTube and Flickr to push its product to additional audiences. The project was a success as there was audience engagement in the making of this documentary TV series.

As the people felt that they were actually involved in the making of the process. The loyalty was enormous with the feel of joint ownership. The audience base also increased through word of mouth communication. At the end stage, after the documentary was done, a fan page was created to reach out to a larger audience group.

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