Strategizing the pursuit of a well-played life.
Bringing the iconic men’s brand to television, Esquire Network is an entertainment and lifestyle network that champions the pursuit, focusing on content across fashion, travel, cooking and sports.
The network came to Brand Knew looking to leverage social media and creative marketing to boost brand awareness, increase engagement and interaction across platforms, and ultimately drive audiences, both current and potential, to tune in to their programming.
Beyond the box.
Through a tailored social strategy, Brand Knew set out to enrich and extend the experience for Esquire Network’s audience well beyond the bounds of a television set.
Focused on its its premier programming, Brand Knew developed an audience-driven approach to content planning and production, built brand affinity through attentive community management, harnessed the power of talent and influencers, and created new paradigms for performance analysis. Nielsen rating metrics indicated strong social growth positively impacting television ratings for Friday Night Tykes and other programming, with hundreds of thousands of engaged fans and millions of digital impressions each week.
Deviating by design.
To further broaden the brand’s digital identity, Brand Knew designed social activations to reimagine and redefine a user’s experience on social platforms. For Esquire Network’s edgy cooking competition series Knife Fight, we conceptualized an Instagram cookbook featuring recipes from every contestant who competed in the latest season. The cookbook lives as its own Instagram account, and each recipe has its own account, as well. Through strategic storytelling and linking, the audience is compelled to click deeper and deeper into the cookbook, discovering each contestant’s recipe in a rich, engaging social environment.