New Narratives for New Audiences
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EiTB turns to LIN3S with a documentary filmed with a single mobile phone on the Aita Mari, a maritime rescue project in the Mediterranean waters. The media outlet aims to connect with new audiences through the use of new digital narratives.
Consulting begins with setting the objectives to achieve. On one hand, we aimed to impact the Brand, creating awareness to showcase EITB’s commitment to new formats and languages suitable for the digital environment, as well as the willingness to explore new ways of communicating with audiences and generating new forms of dialogue.
On the other hand, in terms of the community, we focused on reaching out to new audiences, both young and those who do not want to consume traditional television, and fostering interaction with them.
Using this 8-episode documentary as a foundation, we devised a dissemination strategy that leveraged conventional channels in conjunction with digital ones to create a comprehensive experience where channels complemented each other, catering to as diverse consumption preferences as there are users.
In these experiences, content takes center stage – content as versatile and adaptable as the new ways of consuming it demand.
Thus, we generated a series of storylines and pieces that complemented the central documentary by being published before, during, and after its premiere, delving deeper into the subject matter.
Furthermore, we invested in personal profiles, establishing a dissemination and content strategy with the lead journalist, Asier Sánchez.
In this way, we expanded the EITB brand through their personal channels, turning them into the ambassadors users want to hear from.
Despite being a project that aims to be “digitally native,” we wanted to maximize its reach by including “offline” elements, such as handling press relations with other media outlets, achieving significant coverage, and hosting a pre-premiere event attended by over 200 people.
