For the launch of ITVX the ITV team wanted to ensure they developed a fresh and different tone of voice from the main ITV channel brand. The aim was for the brand accounts to feel like a TV super fan, someone you could chat about all types of TV with, someone who could recommend you a great show on the platform, but who was also fun and culturally relevant. Working closely with the ITV team on the ideas they already had, we helped to hone in on what that tone of voice looked like and how it could be brought to life on the brand social channels.

As well as developing the brand tone of voice, we also worked closely with the team to launch the channel on social, as well as their early adoption of Threads and how we could position ITVX as a social account TV fans need to follow.

The channel accounts have grown well since the launch and now collectively sit at almost 1.9m followers