Case Study

Discovery Channel

our Audience

Discovery Network came to us with a challenge; they had an ageing TV audience for their flagship channel but at the same time
a growing youth audience on social who were never going to convert to watch a traditional pay-TV channel. 

So, we set to work creating a strategy that drives impact and delivers an ROI from their social activity. 


Video viewers
not just fans

We spent 18 months building our audiences viewing habit and increasing our pages monthly video views with the ambition of driving revenue from monetized longer-form video. 

In the last 6-months of 2019, we drove over 400M video views on Facebook equating to an incredible 242 days of video content, who says millennials have no attention span?

sustained viewing

We produce an array of engaging social-first assets each month across Discovery UK social channels. Developed long-running video series hits like ‘How it’s Made’ that has led the audience to consume over 335m minutes of video in a year!

This repeat viewing increases brand loyalty but opens up opportunities for monetizing Discovery’s vast library of content. 

video views
increase in ad sales
new social fans

Wilderness have transformed Discovery’s social strategy, developing bespoke strategies for our 3 main social accounts and delivering record growth, particularly on Facebook.

Successfully transforming Discovery’s Facebook output to 100% video, fully focused on delivering Discovery’s core brand values, has led to far greater breadth and depth of content that has engaged new and broad audiences and helped propel reach and engagements to the next level.

David Legg, Marcomms Director – Discovery Networks

The future
of Broadcast

We have created a video strategy that has enabled us to experiment with new ways to encourage fans to watch.

From simulcasting feature-length documentaries to live talent Q&As, broadcasting full-length episodes and series finale catch-ups we are bringing Discovery social fans new ways to engage with the brand.

Rather than looking to drive fans to broadcast we are instead creating new formats, and experiences that ensure social is complementary to the Discovery Channel TV broadcast.

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