Case Study: Independent Living Community - One-Liners

The Brief

Our client was an independent living community with a difference. They’re all about empowering older people, not patronising them – and they wanted a social media presence that would reflect that.

They hired White Label Comedy to craft a series of one-liners they could use on Facebook as part of an ongoing campaign.

Same brand, same audience, same topic, same day.

One of these posts was crafted by a hive-mind of TV's best comedy writers - can you guess which one?

Disclaimer: Success on social depends on many different factors – so while the results in our case studies do demonstrate previous successes that we’re really proud of, they do not constitute any kind of guarantee in terms of the specific results you can expect. Every brand, brand message and audience is different.

Jordan Giberson

Guild Living

“Adam and the team at White Label Comedy did a wonderful job. They were easy to work with, quick to respond to our queries, and most importantly… they came up with funny and AMAZING content for us. Exactly what we needed. Would highly recommend them!”

Measuring Success

The client’s Facebook page only had a modest following (1800 fans), but was already outpacing all cross-industry benchmarks in terms of Organic Engagement. 

The average White Label Comedy post got 41.4% more Reactions, 8.8% more Comments, and 42.9% more Shares than the average in-house post. And – that’s just the average post. Some individual posts outperformed the in-house average on some metrics by over 600%.

But this client was already punching well above their weight. We wanted to extrapolate how much of an impact comedy content might have for the average brand on Facebook – so we decided to compare our results to Statista’s most recent cross-industry engagement metrics

The average brand on Facebook (Statista, Q1 2020)

Total Engagements per post, as a percentage of a page’s followers: 3.41%

Expected Engagements per post (from a brand with 1,800 followers): 61.38

White Label Comedy's Facebook Posts (April 2020)

 Total Engagements per post as a percentage of the page’s 1,800 followers: 27.43%

Total Engagements Per post: 493.69

Engagements compared to Statista’s 2020 Q1 benchmarks: 804% (8X)

The Verdict

The average White Label Comedy post got 8x as much engagement as you’d expect for the average brand’s Facebook Page (according to Statista’s 2020 Q1 benchmarks).

And – that’s just the average post.

Our best performing post got 29x the engagement an average brand would expect

Most successful posts

Total Engagements: 1808

Engagements a percentage of page followers: 100.44%

Engagements compared to Statista’s 2020 Q1 benchmarks: 2946% (29X)

Total Engagements: 1378

Engagements a percentage of page followers: 76.56%

Engagements compared to Statista’s 2020 Q1 benchmarks: 2245% (22X)

Total Engagements: 1172

Engagements a percentage of page followers: 65.11%

Engagements compared to Statista’s 2020 Q1 benchmarks: 1909% (19X)

Next Steps

When you’re entertaining and engaging an audience with comedy content – every single post gives you data. The posts that blew up tell us what kind of topics, themes, angles and tones resonate with the audience. The less successful posts tell us what to avoid.

We’re already working on a second set of posts for this client – and the data from Round One should help us knock Round Two out of the park. We’re excited to share those results with you just as soon as they’re in.

Disclaimer: Success on social depends on many different factors – so while the results in our case studies do demonstrate previous successes that we’re really proud of, they do not constitute any kind of guarantee in terms of the specific results you can expect. Every brand, brand message and audience is different.