Customers only engaged with Sky’s social channels to air their gripes and grievances.

So we relaunched them with a 2-month calendar of posts playing off what was happening on Sky and the wider world. We also made far more use of video, gifs, quizzes and memes – to reflect the fact our posts came from an entertainment brand.

At the end of the trial, we’d had such a positive effect on customer engagement that Sky handed us their brand social activity for good.