Oxygen Crime: Re-brand
The multi-cultural, female skewing, Oh! Oxygen was shedding viewers at an alarming rate. But, a new 3-hour block of crime programming was ‘killing’… Network execs decided to reorient the channel to “All Crime All the Time”. The tricky part was taking extremely serious content and ensuring the network didn’t take it too seriously. We found through extensive audience research our main demo target (W-25-54) enjoyed crime content, but also enjoyed the light-hearted nature of NBC’s other network programming. We needed to find a way to satisfy both inclinations - and make our serious crime content accessible and inviting.This was accomplished by combining our content in fun and organic ways via advertising and promotional product branding. Components
• Complete brand change – identity, colors, aesthetic, tone, etc.• Managed all vendors and in-house departments for new brand deliverables• Lead-up-to-launch audience connection via social, influencers, TV, NYC subway advertising, Oxygen shop• Product development for new channel “shop” from conception and development to category maintenanceResults
• 100% success – Oxygen saw a 22% increase in key W25-54 demo• Award-winning creative design and ad campaign• ‘Shop Oxygen’ increased revenue YOY by 66% via 22 new products• 16% increase in advertising revenue and partners at launch of channel – growing to 37% by mid-2017!
