BACHELOR/BACHELORETTE CONTESTANT SOCIALS

I was employed by Channel Ten to oversee social strategy for The Bachelor - Season 5 and to also implement a Contestant Instagram strategy for the very first time at Channel Ten.

One of the initiatives I spearheaded at Network Seven was convincing a raft of internal stakeholders to reverse their longstanding contestant social media blackout. Up till my time there any individual who was cast on a reality show had to cease using all of their social media accounts in the months leading up to the show until 2 weeks after the show ended. This was driven by producers and PR who didn’t want show details to be leaked. However it took away valuable channels to promote the show as people wish to connect to individuals, more than brands.

I created a social strategy for contestants who appeared on the show, allowing them to utilise Instagram and interact with fans but under strict guidelines. I became a primary point of contact for contestants, held info sessions with them, policed rules adherence, provided assets and advice and escalated issues. Bachelor was the second franchise that instituted this strategy and saw huge dividends from the new approach. The Bachelor increased our social engagement by pulling in an accumulated 650K+ new followers across all the the girls Instagram accounts for the duration of the show hugely increasing our social footprint. This approach contributed to most large local reality shows implementing the strategy (I have been responsible for managing that process for 4 franchises now). Below is a condensed report featuring some of the strategies successes.