Made in Chelsea – Channel 4, UK 

Challenge:

Solution:

We implemented a multi-faceted social media strategy to make Made in Chelsea the most talked-about TV show in the UK. This included:


  • Live Engagement: Live-tweeting during broadcasts to spark real-time conversations and boost viewer engagement.
  • Exclusive Content: Producing behind-the-scenes videos during shoots, giving fans an insider’s perspective.
  • Fan Experiences: Promoting a concert series and curating a vibrant fan show on YouTube called Mad on Chelsea to deepen the connection with audiences.
  • Product Integration: Strategically promoting show-related products on social platforms, tying them into the show's narrative.

Results:

Made in Chelsea was already a hit TV show, but the goal was to elevate it into a cultural phenomenon by creating a highly engaged online community that amplified fan conversations and extended the show's reach beyond broadcast.

The results were unprecedented:

  • Made in Chelsea became the most talked-about TV show in the UK, generating 130,000 tweets per week—more than 10 times the engagement of the second-most discussed show, which had 11,000 tweets.
  • The social media buzz drove higher viewership, strengthened fan loyalty, and cemented the show’s place as a cultural touchstone.


This community-driven approach transformed Made in Chelsea into not just a show, but a shared social experience for its audience.