Fan base migration for Discovery

No Fan Left Behind

A smooth transition for Discovery Latin America.

When Discovery Networks made the strategic decision to rebrand LIV Channel—which featured comedies, dramas and documentaries—as Investigation Discovery, a new channel focused on suspense, crime and investigation, they tasked us with effectively communicating the transition to its social media fan base. We responded by migrating existing Facebook, Twitter, and YouTube communities into the new channel’s social media platforms through a two-phased strategy: Transition/Retention and Expansion/Acquisition.

Facebook Community

Original page in July 2012: 194,269 fans
New page in March 2013: 422,953 fans

Twitter Page

Original page in July 2012: 3,091 followers
New page in March 2013: 6,708 followers

YouTube Activity

Video views in July 2012: 1,909
Video views in March 2013: 19,229


1.  Transition/Retention – focused on promoting programming from LIV that would remain on ID, launching a teaser campaign and managing community reactions.

2.  Expansion/Acquisition – promoting the new channel content through daily CM activities, continuing to manage community sentiment and running a paid Facebook ads campaign to acquire new fans.

During the transition month we gained 40k fans on the new Facebook page (while in the previous month there were only 600 new page likes).


Discovery Latin America


Fan base migration for Discovery


  • Analytics
  • Content Strategy
  • Social Media Strategy


Investigation Discovery


  • Latin America


  • Social Media Platform Migration
  • Social Media Strategy
  • TV Network