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PBS Takes Pledge Drive to Facebook

The classic public television pledge drive takes a social media turn when PBS recently ran a Facebook “Like Drive” that rewarded fans for helping promote some of PBS’ most beloved people and shows. Every day, when the number of “Likes” goal was reached, PBS unlocked exclusive video clips on Facebook. Fans “liked” the PBS page and shared statements of support on their own walls. For example, you could click Mister Rogers to post the statement, “I support PBS because I believe in a neighborhood where every child belongs.”

Those statements helped drive awareness for the PBS page, driving new fans — more than 18,000 in all for the week, stopping just short of 950,000 total likes for the page. When PBS hit the daily “like” goal of one thousand on all seven days, fans were rewarded with a new video. For example, on the last day of the drive, fans were rewarded with an exclusive video of Mister Rogers from the PBS archives.

During the week, PBS posted three “Like Drive” messages a day on its Facebook page, accounting for 11,750,000 Facebook impressions, 35,267 total “likes,” 3,813 comments and 4,605 shares. “(We’re) very happy with the results,” says Kevin Dando PBS’ Director of digital marketing and communications. “We learned quite a bit about the power of a resonant thumbnail image and people’s deep-rooted affection for some of the PBS figures we showcased – especially Fred Rogers, Masterpiece and Julia Child.”

Sallie Burnett
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