Downton Abbey

Client

NBC Universal
Carnival Films

Brand

Downton Abbey

Platforms

Need

Downton Abbey is one of the world's most popular TV shows, watched in over 250 territories worldwide. The Project Factory was engaged by NBC Universal and Carnival Films on commencement of Series 3 in the UK and has, since then, continued to grow, reward, engage and monetise a continually growing audience; ensuring their loyalty season after season and generating significant sales of Downton Abbey merchandise through commercial click-throughs.

Solution

The team manages the official social media presences; including multiple Twitter accounts, Facebook, Instagram, Tumblr blogs and Pinterest boards and liaises with multiple stakeholders across the globe to maintain a connected, on brand presence.

We produce original content, including video, and messaging around the series driving engagement, interaction and commercial opportunities and in 2014 launched the official ‘Downtonisms’ mobile phone app to expand brand presence and reward fan loyalty.

Outcome

Apart from delivering significant revenue to NBCU through merchandise sales, TPF work resulted in #Downton trended weekly on Twitter and globally during transmission peaks in its Series 5 ITV run, as well as securing a top ten spot week-on-week in the Nielsen ratings during the PBS transmission in 2015.