“Maybe it’s a crazy dream,” [Jennifer] Whalen says, “but Canadians are so known for comedy, wouldn’t it be amazing if we could actually keep that industry here and export it?”
– “Why the women of Baroness Von Sketch Show are Canada’s new comedy royalty”, by Samantha Edwards, NOW Toronto.
What if we could make that crazy dream even bigger?
What if we could take Baroness von Sketch Show from Canadian Original to the next big Comedy Innovation, a celebrated beacon of hilarity in the North American zeitgeist?
What is Baroness von Sketch Show?
Now in its third season on CBC, Baroness von Sketch Show is a comedic series entertaining fans throughout Canada and the United States. This queer-friendly, feminist sketch comedy show explores the humour of everyday, Canadian life and the absurdity of familiar tropes in television and movies.
The show also has a formidable presence on social media, especially on the following platforms:
On the Baroness Facebook page, individual videos have earned up to 24M views.
Superb! Where can I find it?
Who’s on the show?
The four stars of Baroness von Sketch Show are Carolyn Taylor, Meredith MacNeill, Aurora Browne and Jennifer Whalen.
Celebrity guest stars include Janeane Garofalo, Lea DeLaria, Mae Martin, and Reggie Watts.
I’ve never heard of Baroness von Sketch Show. Why should I watch?
Look at this sketch:
That was hilarious!
Here’s another one:
wow! How can we get more people to watch this amazing show?
With its timely stories and keen point of view, Baroness von Sketch Show is poised to transform from novel Canadian series to iconic Must See TV. To make this shift, the series needs to build its viewership throughout North America, as well as enhance its presence among media outlets.
Achieving this goal requires a three-pronged strategy:
- Harness the power of engaged Baroness fans as vocal advocates for the show on social media.
- Grow audience awareness of Season 1 and Season 2 on Netflix Canada.
- Encourage new fans to continue watching Season 3 on CBC in Canada and on IFC in the United States.
To enact this strategy, here are the most effective tactics for the Baroness social media team to employ:
- Share videos of classic Baroness sketches from Season 1 and Season 2 through Facebook, Instagram, and Twitter profiles.
- Capitalize on related trends in North American news and on social media.
- Encourage new viewers who want more Baroness videos to continue watching Season 3 of the show on CBC and IFC.
Great! Who’s the show’s target audience?
The show has a wide variety of fans, but the ripest fruit for the picking are viewers who can easily identify with the actors and topics presented in the series, as well as viewers in the largest markets for CBC in Canada and IFC in the United States.
The following personas–Scarlett, Dusty, Mercer, and Polly–bring these cross-sections to life. Each of these imaginary, professional women–from Mississauga, ON; Vancouver, BC; Los Feliz, CA; and Edmonton, AB–represent the type viewers that the show should actively recruit to become new fans of Baroness von Sketch Show. They are connected individuals who are on the go, appreciate other women, have a relationship with Canadian culture, and are looking for social media content that makes them laugh.
Scarlett Khan, Mississauga, Ontario:
Dusty ocampo, Vancouver, BC:
Mercer Levesque, los feliz, CA:
Polly Macdonald, Edmonton, AB:
How should we reach our target audience?
As shown through the personas above, the members of the target audience regularly engage with social media on Facebook, Instagram, and Twitter. Incorporating hashtags into the show’s Instagram and Twitter posts would help build awareness of the content beyond existing fans. To attract the attention of the target audience, here are three examples of posts that would encourage new fans to discover the show through classic sketches:
Awesome. What if I have more questions?