Campaign
13 June 2017
Becoming a Snapchat Discover Partner led Scripps Networks to reframe its entire digital strategy.
Scripps Networks Interactive has been slow to the digital revolution. In fact, a year and a half ago, when competitors like NBCUniversal and Turner Broadcasting had long since cemented their online strategies and pumped time and money into creating digital content, the network was just getting started.  

"It wasn’t that we weren’t doing anything, but we were focused on our owned and operated sites, and never really focused on platforms. And we never thought about creating content every day at that point. We were just not organized or staffed to handle it," said Vikki Neil senior vice president and general manager at Scripps Networks Interactive. "It was almost as if we were taking for granted what we were doing."

But the 139-year-old company and its nine brands, which include HGTV, Food Network and Travel Channel, have been making up for lost time. For example, in the first week of May, the network announced it would produce original shows for Snapchat Discover, partner with Hulu’s Live TV service and acquire website Spoon University. These initiatives come as the company surpasses the growth of its competitors, even those born out of the age of automation.

Since June 2016, Scripps has seen 9.95 billion video views across its brands’ digital, social and mobile platforms, a 485 percent increase from the 1.70 billion video views it saw from the year before. In May alone, the network’s online content topped 1.5 billion video views—more than quadruple what it saw last year in the same month. At the same time, it has amassed more than 550 million monthly digital visitors, more than double the amount from last May, said the network.

Read the full story here.
 
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