New Series Launch

Added to a project in early 2022 goaled towards attracting female audiences to watch a new dance competition series. ​First identified key social platforms that skewed heavier towards women, such as TikTok and Instagram. Then, understanding the best way to reach users to drive recall of a series is by getting them to engage with ads, pitched specific tactics to accomplish this such as a talent-led Dance Challenge and countdown stickers for the premiere. These plans were approved with some explanation of the flow + opportunity to drive buzz/conversation. In the end, not only did females 30-55 show up to watch the show, this series also won an Emmy award! The dollars put to work on social media unlocked unique opportunities and amplified excitement around the show, ultimately playing a large part in the series’ success.