Collaboration between our Creative Business programme and Banijay Benelux

The ensuing collaborative project involved students working on the Dutch soap opera TV series ’Goede Tijden Slechte Tijden’ (GTST) produced by EndemolShine Scripted with the goal of increasing its engagement and reach on social media platforms Facebook, Instagram, and TikTok, particularly among a younger target group. This assignment was part of the Data-Driven Decision-Making course within the Creative Business programme.

Research & Data Analytics

The students conducted a survey and interviews with fans, via Facebook groups, to gather information and used Banijay's GDPR compliant data. The survey consisted of questions to gain insight into what type of social media post appealed most to them. The outcome of this research was combined with GTST's social media and TV ratings data.

New ideas on how to improve engagement

Using the information from the research and data analysis, the students came up with new ideas to improve engagement, including behind-the-scenes Instagram and TikTok videos, Q&A sessions, and other interactive content. They offered guidance on the duration of the social media videos, various descriptions, and the use of colours in both the videos and images.

By handing over the research and data analysis to our students, Banijay Benelux saved a lot of time. The findings and new social media formats were shared with Banijay Benelux' marketing team, who are now evaluating their applicability.

This semester (February - July 2023), BUas students will continue with the same challenge to see how they make even further improvements. Banijay Benelux have expressed their interest in continuing the collaboration and working with our Creative Business students to further improve engagement on social media, next academic year.

About Banijay Benelux

Banijay Benelux is home to several creative content producers and a place where 650 creative individuals come together to produce shows such as ’Goede Tijden Slechte Tijden’.

Banijay Benelux is part of Banijay: the world's largest international content creation and distribution group with an eclectic mix of more than 120 production companies in 22 countries.