NZ On Screen
A new home for NZ’s screen history.
NZ On Screen celebrates New Zealand’s screen heritage and is home to a diverse range of historical film and television content. The team behind NZ On Screen came to us wanting to better understand their audience and to identify opportunities that would help expand their reach.See the project
Layering quant’ and qual’
We began by digging through both the website’s Google Analytics and social media analytics. Early on, we uncovered compelling data pointing to the types of videos that resonate with each segment of their current audience. We then interviewed people who had visited NZ On Screen’s website recently to better understand the motivating factors involved.
From these interviews, four psychographic audience groups emerged. When it came to content preferences, their motivation to visit the site, and what they liked best about the website, there were distinct differences between each group. These newly identified groups now inform NZ On Screen’s digital strategy, content marketing strategy, and their backlog of website features.
A high priority in their digital strategy, after the audience research, was an aesthetic refresh of the website. Armed with feedback from the site’s fans, we set out to improve the user experience and to showcase the breadth and depth of content on offer. Working closely with NZ On Screen’s development team, we rolled out a design refresh and planned a backlog of feature releases that will best meet the needs of the audiences they want to grow. Now, NZ On Screen are looking to reuse this audience-centric process to explore other endeavours, including learning more about the people who visit their sister-site, AudioCulture.
Digital Media Trust
“One of the great things about working with Octave is they are, for us, a “one stop shop”. Great front-end design with strong back-end capability coupled to a solid understanding of, and focus on, our users experience. We really enjoy working with them!”
Project in numbers
Hours of screen history and culture.
Interviews with NZ On Screen fans.
New audience groups.