DreamWorks Animation Television enlisted Rogers & Cowan Digital to implement a complete social brand overhaul, tasking the team with unifying the DreamWorks Animation Television social presence while simultaneously creating a fresh new consumer-facing brand reputation. The challenge included unifying several disparate digital properties, servicing a high volume of television shows on social media, limited consumer reputation for television product, a diverse array of stakeholders and a lack of existing infrastructure or brand guidelines.
Rogers & Cowan developed a strategy to build out comprehensive infrastructure and digital brand guidelines, including a complete visual overhaul, while developing long-term storytelling capabilities around the brand offering. This resulted in a completely new look and feel for the brand and unified properties under a single social banner of DreamWorks Animation Television on 3 major platforms: Facebook, Instagram, and Twitter. Creative became increasingly unique through gamification, cross-property interaction, and character-focused designs. Each platform was given a specific look and feel to differentiate and amplify each outlet while adhering to user expectations.
Avg.Increase in Reach