Hallmark Channel
THE PROBLEM
Hallmark Channel (a subsidiary of Crown Media) had a fledgling Facebook page in 2009 and wanted to grow the audience. They were interested in having custom Facebook page apps built for each new movie premiere (yes, that used to be a thing!).
Hallmark later launched a new show called When Calls the Heart and came to us for ideas to promote the show.
Hallmark Channel also needed ideas for promoting their annual slate of Christmas movies, plus newer additions such as Kitten Bowl.
THE SOLUTION
For 10 years, Daxia Digital was responsible for all organic strategy and execution across 8-10 Facebook pages and multiple Twitter/X accounts.
Daxia also created custom Facebook apps for Hallmark Channel original TV shows &
original movies and worked in partnership with cable & satellite companies across the
US to roll them out.
We built the “Hearties” community around When Calls the Heart, and created and executed the launch strategy for the new original series “Chesapeake
Shores.”
THE IMPACT
Daxia’s organic posts and community management efforts grew the Crown Media audience from approximately 15k to over 6.4M people. Hallmark Channel’s Facebook page consistently ranked higher than key competitors for engagement rates and the total number of engagements. Engagement rates were often at least double those of the nearest competitor’s Facebook page.
Season 1 of “Chesapeake Shores” which was only promoted via on-air and organic social media campaigns, was the most-watched in the network’s history W25-54 and A25-54 on a L+3 basis.
The “Hearties” community – responsible for the consistently high ratings of Crown Media’s longest-running and highest-rated show: When Calls the Heart – was primarily built by Daxia using social media.
