Objectives

Brands: American Dad, TBS, Fox

Agency: Relevant 24

GOALS:

• Re-engage & activate the large American Dad fan base (19M Facebook, 668k Twitter)

• Make noise with big fan & social-forward promotional stunts

• Speak the language of the fans and leverage Seth MacFarlane's strong social following

• Drive home the brand new season on TBS

OUTCOME:

Since transitioning the American Dad social pages from Fox to TBS in September 2014, American Dad's social engagement on Facebook and Twitter has grown exponentially with the help of paid media:

• Facebook: 81% engagement growth
• Twitter: 92% engagement growth

In addition, we launched Roger's Instagram account in October 2014, which has garnered a total of 214k followers and counting. As a breakout character, we wanted to give our fans a chance to see Roger "gone wild" in his many personas, and within 24 hours we reached 22k followers.

Strategy and Execution

Media