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Asia's NEXT TOP MODEL 5Conducted for FOX Life
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About AsNTM5 campaign
AsNTM5 campaign focuses heavily on Content Marketing and using social media as a channel to amplify viral content, participation and PR value.
We created 1000's of original content for our loyal fan base, numerous contests and consistent themes using the HUB, HERO and HELP content strategy.
Much of the content is unique to digital, from blogs and articles on our dedicated show website to exclusive interviews and games with our Top Models.
We created 1000's of original content for our loyal fan base, numerous contests and consistent themes using the HUB, HERO and HELP content strategy.
Much of the content is unique to digital, from blogs and articles on our dedicated show website to exclusive interviews and games with our Top Models.
Content Marketing
- TEASER VIDEOS
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Classic promotional videos that directly pushes showtime and offers a sneak peak into the next episode.
View Facebook video here |
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- CREATIVE FUN VIDEOS
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Art Recreation
We wanted to create content that isn't directly tied to AsNTM5 story-line, unlike a teaser or trailer. Despite having push-backs internally, we managed to convince the channel team that these content will work on social. The first fun edit was an art recreation of famous old painting by the models. Simple fun videos that showed the girls softer side, away from the glitz and glamour of modelling. View Facebook video here |
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Cooking Show
The word 'cooking show' has another connotation to AsNTM fans, for them it implies that the show is fixed and biased towards certain models. They often #cookingshow to portray this in their comments. So instead of censoring, replying or ignoring these comments which could make things worse; we played around with this term and made an actual cooking show with the models exclusive to social. View Facebook video here |
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- EXCLUSIVE INTERVIEWS
We conducted several themed interviews, including exit interviews, top 3 and winner interviews exclusive to social media during the show. Below are only a few examples.
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Top 3 Interviews
We interviewed each of the top three Top Models and their journey that got them there. The most viewed was by Maureen and she got 4 Million reach, 1.2 million views, 113K reactions, 2.8K comments and 13,290 shares! View Facebook video here |
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Winner's Interview
After the show finished we posted one last interview of the Winner, Maureen. She reflected her feelings in winning Asia Next Top Model and thanked her fans. The video reached 2.3 Million people, 788K views, 73K reactions, 5K comments and 5.7K shares! View Facebook video here |
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Exit Interviews
Every week during the show a model is eliminated. Straight after being eliminated we managed to grab each model for an exit interview so that their emotions are fresh. The best video was by Cindy, she received 661K organic reach, 283K views, 34K reactions, 1,6K comments and 2.8K shares! View Facebook video here |
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- PHOTO ALBUM
During every episode, the Top Models had a photo shoot with a theme each week. We took this opportunity to post the final photo shoot as an album on Facebook.
This was a simple but super effective piece of content; high quality pictures of the photo shoot and their corresponding score. Here fans can reflect their own opinions on the ratings and who they thought should have won.
We posted an album after each episode, a total of 13 albums were posted.
Album from episode 11 was the best album in terms of engagement, receiving 4.2 Million reach, 277K reactions, 12.1K comments and 13K shares!
View post here
This was a simple but super effective piece of content; high quality pictures of the photo shoot and their corresponding score. Here fans can reflect their own opinions on the ratings and who they thought should have won.
We posted an album after each episode, a total of 13 albums were posted.
Album from episode 11 was the best album in terms of engagement, receiving 4.2 Million reach, 277K reactions, 12.1K comments and 13K shares!
View post here
- BTS PHOTOS ALBUM
After each episode we posted behind the scenes pictures from the show. This was posted on the same day and time each week so that fans can anticipate when these exclusive social content will be public.
BTS Album from episode 11 was the best in terms of engagement, receiving 500K reach, 59K reactions, 2.7K comments and 432 shares!
View post here
BTS Album from episode 11 was the best in terms of engagement, receiving 500K reach, 59K reactions, 2.7K comments and 432 shares!
View post here
- FINAL TEASER IMAGE
Noteworthy to mentioned this single image post.
This was a teaser into the final episode which gained high organic engagements and shares.
Receiving 930K organic reach, 62K reactions, 4.5K comments and 4.5K shares!
This was a teaser into the final episode which gained high organic engagements and shares.
Receiving 930K organic reach, 62K reactions, 4.5K comments and 4.5K shares!
Final Teaser Photo (Click image to view post)
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- CONTEST
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#IWokeUpLikeThis Selfie Challenge
During the TV show, the Top Models had to take a selfie of their just 'woke up' look. We used this idea and created a social contest for our crazy fans, which received over 500 entries. We had several CTA posts including image here and videos here & here. There were two rounds, the first round we internally chosen the top 9, the second round involves three sessions of LIVE voting, each with 3 contestants and the Facebook user can vote by commenting the corresponding hashtag. There was a total of 3 winners. |
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1st LIVE Vote
(Click image to view post)
(Click image to view post)
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LIVE Vote (Click image to view video)
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2nd LIVE Vote
(Click image to view post)
(Click image to view post)
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LIVE Vote (Click image to view video)
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3rd LIVE Vote
(Click image to view post)
(Click image to view post)
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LIVE Vote (Click image to view video)
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- LIVE POLLS
We asked our Facebook fans who they think will win Asia's Next Top Model 5 out of the final three contestants. One person that guessed correctly will win a signed autographed portrait by the winner.
The results exceeded expectations and Breaking Company Record for the most comments in a post, not just of the show, or the entire 5 seasons but for all TV shows and brands in company history!
A single post received 1 million organic reach, 55,000 comments, 25,000 reactions, 312,000 views and 2,100 shares
The results exceeded expectations and Breaking Company Record for the most comments in a post, not just of the show, or the entire 5 seasons but for all TV shows and brands in company history!
A single post received 1 million organic reach, 55,000 comments, 25,000 reactions, 312,000 views and 2,100 shares
LIVE Voting (Click image to view video)
Winner Announcement (Click image to view post)
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Contacting the Winner
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- LIVE STREAM
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We LIVE streamed the Premiere Party from Hong Kong.
Simple activation with minimal effort but gaining 480 comments and 1.3K reactions. View Facebook LIVE here |
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- WINNER COVER PHOTO
The winner cover photo broke another Company Record! Being the most engaging content ever! That includes all FOX's TV shows and brands in Asia with a whopping 51,890 shares!
The cover photo received 6.3 million organic reach, 298K reactions, 9.2K comments and 51K shares!
The cover photo received 6.3 million organic reach, 298K reactions, 9.2K comments and 51K shares!
Winner Cover Photo (Click image to view video)
- FULL EPISODES
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This cycle’s policy of 24 hrs upload after the TX has enabled a huge expansion of the AsNTM fan base on YouTube and backlinks on various social media platforms.
Previous policy had to wait 2 weeks after TX, which affected viewership drastically. The average viewership for Season 4 was 185K views VS. 1.8 Million for season 5! |
Average Viewership of each episode:
1.8 million views Premiere Viewership (most viewed Ep.) 2.3 million views Season 4 VS. Season 5: 974% growth |
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Success carried forward to Season 6 with 4.7 million views for episode 1.
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- WEBSITE
The AsNTM.com website was populated with rich original content, in the short time frame we’ve been able improve SEO ranking and SERP of keywords.
Content included model profiles with bios and videos, blog with regular original articles, judge's page, partner's page and VIP page for those that liked our Facebook page.
We improved the website by redesigning the layout to ensure responsiveness and adaptability across a range of devices.
Thanks to SEO we broke yet another Company Record! Between 1st Feb to 4th July we saw our highest number of unique visitors: 1,816,997 with 2,284,552 pages views ever recorded for all FOX Asia Websites!
In season 4 we had 304,768 unique visitors VS. 1.8 million in season 5, that is an increase of 596%!
Content included model profiles with bios and videos, blog with regular original articles, judge's page, partner's page and VIP page for those that liked our Facebook page.
We improved the website by redesigning the layout to ensure responsiveness and adaptability across a range of devices.
Thanks to SEO we broke yet another Company Record! Between 1st Feb to 4th July we saw our highest number of unique visitors: 1,816,997 with 2,284,552 pages views ever recorded for all FOX Asia Websites!
In season 4 we had 304,768 unique visitors VS. 1.8 million in season 5, that is an increase of 596%!
AsNTM5 Website - Homepage
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AsNTM Website - Social
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PR Events
- Philippines
Open Casting
Magazine Placement
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Casting Event
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Premiere Viewing Party
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AsNTM5 Sustaining Effort
13-week Model's Night Branding
13-week Model's Night Branding
News Report
- Indonesia
Newspapers
Online Articles
TV
- Taiwan
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Press Conference
1) Local relevance 3 models from AsNTM series:
2) Create image and topic “The most beautiful glory of Taiwan”, models stood in front of Taipei 101 for creating amazing picture 3) Models shared their success in model industry to drive more young female audiences who have the same model dream as they did. |
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Barbara Akemi (AsNTM3)
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Cindy Chen (AsNTM5)
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Natalie Pickles (AsNTM2)
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Date ：Apr 7th 2017
Time ：13:00~14:00
Place ：FOOSHION Festival (Top floor on ATT 4 Fun)
Talent：Natalie Pickles, Barbara Akemi, Cindy Chen
Time ：13:00~14:00
Place ：FOOSHION Festival (Top floor on ATT 4 Fun)
Talent：Natalie Pickles, Barbara Akemi, Cindy Chen
Media, Affiliates, Trade VIP, and Bloggers, over 200 people joined.
News Coverage
Interviews
FOX Sports Sport central Interview
Radio ICRT interview
ETTV NEWS Interview
And many more PR activities across Asia...
results
FACEBOOK FANS
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From 450,000 fans to 1,600,000 FAN!
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1.15 Million new fans in ONE SEASON!
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356% increase from season 4 to season 5!
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Significantly higher monthly page likes compared to last season!
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OTHER SOCIAL FANS
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292,596 new Instagram followers, growing 251%!
(from 116k followers at the end of S4 to 292k at the end of S5) |
246,858 new YouTube subscribers, growing 544%!
(from 45k subscribers at the end of S4 to 246k at the end of S5) |
59,280 new Twitter followers, growing 227%!
(from 26k followers at the end of S4 to 59k at the end of S5) |
Social Stats
CONTENT ENGAGEMENT
CONTENT AWARENESS
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AsNTM5 content displayed 315 Million times!
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AsNTM5 content reached 170 Million people!
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Videos generated 41.5 Million views!
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TRENDING
#ASNTM5, #ASNTM trended on Twitter in Philippines every week during the show airing and the night followed.
#ASNTM5finale trended around the world! The First time in ASNTM history! |
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