To promote Oxygen’s new reality matchmaking show, “Find Me My Man,” the network’s social agency of record, 360i, produced an 11-minute long webisode featuring some familiar faces from Season 10 of “Bad Girls Club.” According to Jane Olson, Senior Vice President of Marketing & Brand Strategy for Oxygen Media, one of main reasons for creating the webisode was “to make sure those viewers knew this show was for them. We ideated around a cross-over format that baked in ‘Bad Girls Club’ talent to recruit our core Oxygen fan base and rally around this new franchise.”
We caught up with Olson to talk about the new series, webisode, and Oxygen’s partnership with 360i:
Lost Remote: How did you come up with this campaign and why is it innovative?
Jane Olson: From conception through execution, the key differentiator in this campaign was placing digital at the core. One of the main goals in launching our new series, ‘Find Me My Man,’ was migrating viewers from our popular series ‘Bad Girls Club’ so we needed to make sure those viewers knew this show was for them. We ideated around a cross-over format that baked in ‘Bad Girls Club’ talent to recruit our core Oxygen fan base and rally around this new franchise. From there, we targeted key Miami influencers (where the show takes place) in the online space and incorporated their expertise and voice into the content itself. 92% of consumers now trust their peers and word of mouth above brands so it was exciting to infuse our influencer marketing philosophy in this way.
LR: What’s the show about and why should viewers watch?
Olson: “Find Me My Man’ follows tough love matchmaker Natalie Clarice as she takes Miami’s diverse dating scene by storm – determined to find love for the city’s most stubborn and hard-to-match single ladies. Her unconventional relationship coaching techniques, in-your-face honesty and strong-willed urban clientele make ‘Find Me My Man’ a hilarious and live out loud dating series.
LR: What partners did you work with?
Olson: This was a collaborative effort between Oxygen and our social agency of record 360i – in particular, 360i’s Content Studio and Influencer Marketing teams. Involving influencers at the core of the concepts was pivotal to ensuring the content and campaign was inherently social and shareable.
LR: Anything else?
Olson: Oxygen’s young female viewers are consuming and sharing content on many different platforms. This plan and this content were built to be social by design and to attract and engage fans where they are.