Skip to content
Trusted by Millions, Watched Across Continents

TVB (Television Broadcasts Limited Hong Kong)

Industry
Entertainment, Media
WHAT WE DID
Content Marketing
Overview

Television Broadcasts Limited (TVB) is the largest player in Hong Kong’s free-to-air sector and one of the most recognized television companies worldwide. With a vast array of programs reaching Chinese-speaking communities globally, including Mainland China, Taiwan, Macau, Singapore, Malaysia, Japan, the United States, Canada, Australia, and more, TVB has established itself as a dominant force in the entertainment industry.

Facts & Results

Campaign Duration: 3 months
0 K
Followers Generated
0
Content Created
PROBLEMS & STRATEGY

Despite its global presence, TVB faced declining viewership in its dramas and shows, not only in Hong Kong but also in Malaysia. To counter this trend, they sought to promote their new dramas and re-engage with fans in Malaysia through their social media channels.

Understanding that reactivating and reconnecting with TVB fans required more than just promoting new dramas, we took a different approach. Instead of spamming fans with show updates, we focused on creating quality, engaging content that resonated with the Malaysian audience.

Given our target demographic, we leaned heavily into Malaysia’s trending topics, native culture, local comedy, and relatable jokes. This strategy allowed us to create content that felt more connected to the fans, making it easier for them to relate to and engage with TVB’s social media pages.

Campaign - Contests

Understanding that TVB fans are passionate about collecting signed merchandise from their favorite artists, we launched a series of giveaway contests designed to generate high engagement. These contests not only rewarded fans with the items they craved but also created a buzz that kept them connected to the brand.

To further boost viewership, we offered viewing credits as prizes since the TVB broadcast channel was not free in Malaysia. By consistently running these contests, we successfully encouraged fans to stay tuned, ring the notification bell on our page, and remain subscribed and engaged, driving both loyalty and excitement.

Content Marketing

For over two years, we maintained a steady flow of 8 to 10 pieces of content per month, ensuring a continuous connection with the audience. Rather than simply promoting new dramas, we cleverly repurposed scenes from TVB’s shows, tying them into Malaysia’s news, culture, and trending topics.

We also introduced mini-games, quizzes, and short videos designed to spark interaction in the comments section. By shifting away from mundane drama updates and embracing vibrant, engaging content, we succeeded in creating a dynamic social media presence that fans eagerly anticipated and enjoyed.

Performance Marketing

To expand TVB’s fan base, we promoted top-performing content through targeted ads. This approach led to a 20x increase in reach and engagement on the posts we advertised, successfully reaching more than 80% of TVB’s existing fans in the process.

Contact