Submitted by NewGen

Amelia Dimoldenberg: Serving Up Success

NewGen distributed Amelia Dimoldenberg's Chicken Shop Date and Reporting From across Facebook and Snapchat, reporting a +156% increase in Facebook views for the creator's programmes.

+149%Facebook engagement increase
+156%Facebook views increase
+145%total time viewed increase (Snapchat)

Case in 60 seconds

Amelia Dimoldenberg's original programmes 'Chicken Shop Date' and 'Reporting From' were already performing, so the task NewGen describes was amplification of something working rather than the repair of something that was not.

The work appears to turn on the reading that an established creator library keeps earning where it is easy to reach, because access rather than appetite is the constraint once a format is well-loved by an existing audience.

Take content proven on its home platform and rebuild its availability elsewhere, treating Facebook and Snapchat as places the programmes are made easier to access for audiences new and old rather than as overspill.

NewGen distributed Amelia Dimoldenberg's content across Facebook and Snapchat to maximise reach and revenue, and added a Snapchat Show carrying repurposed and new content, experimenting with editing styles to make the output more familiar to Snapchat users.

NewGen reports a +156% increase in Facebook views, a +149% increase in Facebook engagement and a +145% increase in total time viewed on Snapchat, alongside increased retention that brought audiences back to older content for longer periods.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

Audiences new and old for Amelia Dimoldenberg's existing programmes, including Snapchat users the content was re-edited to feel familiar to.
Based on the available evidence, the challenge was one of platform fit rather than demand, because content built for one surface does not automatically read as native on Snapchat, which is why NewGen describes experimenting with editing styles.
NewGen positions itself as the distribution and publishing partner rather than the originator of the programmes, taking work that already succeeded and extending where and how long it could be watched.
The retention claim suggests audiences arriving through a new surface do not stop at the newest episode, because NewGen describes bringing them back to older content for even longer periods once access was easier.

Creative & Execution System

Assets & channels

  • Facebook
  • Snapchat
  • Snapchat Show
  • original programmes
  • repurposed content

Partners

  • NewGen (lead_agency)

Creator role

  • Amelia Dimoldenberg — creator

Results & Evidence

MetricValueResult type
Facebook engagement increase+149% INCREASE IN FACEBOOK ENGAGEMENTperformance
Facebook views increase+156% INCREASE IN FACEBOOK VIEWSperformance
total time viewed increase (Snapchat)+145% INCREASE IN TOTAL TIME VIEWED (SNAPCHAT)performance

Why NewGen's strategy worked

  1. 1

    Repurposing carries better when the edit is reworked for the destination, because NewGen describes experimenting with editing styles so the Snapchat Show read as familiar to Snapchat users rather than as content ported across unchanged.

  2. 2

    A creator back catalogue behaves as inventory rather than archive, since NewGen attributes its +145% increase in total time viewed on Snapchat partly to retention that brought audiences back to older content for longer periods.

  3. 3

    Reporting views, engagement and time viewed together makes a distribution claim harder to dismiss than a reach number alone, because the +156%, +149% and +145% figures move in the same direction across three different behaviours.

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