Did we risk alienating our audience by poking fun at ourselves and our colleagues? We closely monitored and tracked audience reaction, tweaking the format as needed. The audience and content teams worked hand-in-hand to see this experiment through.
Its first six episodes on Instagram had two-to-three times more views, twice the interactions, and ten times more new followers per episode compared to KCRW’s average post. The show also consistently reaches a higher percentage of non-KCRW followers, averaging 70%, compared to KCRW’s other content, which typically reaches about 35% of non-followers. Zero paid spend, all organic.
The content isn’t just entertaining—viewers engage with each other’s comments, bonding over inside jokes and recurring themes, which creates a sense of community. They compare the show to programs like “The Daily Show” and “SNL,” stating Concordia’s character is “already an ICON of public radio parody.” KCRW is deep in the comments too. We challenge ourselves to have just as much fun as our viewers.
Marketing can be simplified
When we partnered with the comedic advertising agency Party Land, we knew we wanted a brand campaign that would be unexpected for public media. Most marketing communications stress the key marker of public media: Essential independent journalism. It’s true, but also boring.
We knew two things: KCRW is a lot of people’s first friend in LA, and KCRW makes you a more interesting person.
Our “Get LA’d” campaign was a risk, but that’s why we liked it. It’s simple, shareable, and coy.
Humor fosters community. Those who get it, get it. Those who don’t, at least crane their necks with curiosity. The billboards and digital ads are selfie-friendly, screenshot worthy, and elicit conversation between our audience and staff, increasing KCRW’s visibility with new audiences. There were a couple of grumps. But hey, at least they reacted.
Our Instagram Reel featuring one of the billboards had twice the interactions compared to the average KCRW Instagram post and the highest reach of any post that month, outside of “Important Things of Great Importance.”
Different events require different vibes
People in LA are noncommittal, especially if it means traveling across multiple freeways and finding parking. How can we expect people to show up to our events? Answer: Don’t call it a lecture series—naming matters.
Instead, we promise music, culture, and novelty.
