TNT's Claws is a midnight-dark, wickedly funny meditation on female badness set in a Central Florida nail salon. Claws follows the rise of five diverse and treacherous manicurists working at the Nail Artisan of Manatee County salon, where there is a lot more going on than silk wraps and pedicures. Starring Niecy Nash as Desna, she and her crew are survivors, who aren't afraid to make a statement and get ahead by any means necessary. Diverse and relatable, the all-or-nothing attitude with which Desna and her girls move through their world bluntly mirrors the national sentiment driving women's empowerment.
Premiere success hinged on attracting a key audience demo which historically under-indexes on TNT. Claws targeted the critical African-American demo and created a multi-month social-led campaign to help break through and raise awareness.
The world of nail art seems tailor-made for social media: personally expressive, readily photo-shared, invites comments from friends. TNT tapped into this explosive growth on Instagram. The campaign's mix of visuals, unique content, and highly active influencers was perfect for Instagram. TNT turned traditional set visits and press events into social platforms for Influencers who collectively reach 9.5 Million followers per month. Recap video:
Instagram Influencers visited the Claws set to create / share exclusive content.
These influencers drove massive impressions and engagement: 3.6M Instagram Impressions, and was the key driver for secondary success on Twitter, reaching 54M Impressions. Claws nailed a second season renewal with four weeks of its debut.
Claws in now Cable's #4 New Drama in 2017 among Adults 18-49 and has grown by +27% since Premiere. Continuing to grow during Season One, Claws reached new Season highs by mid-July, averaging 6.3 Million Total Viewers per episode across TNT linear and digital platform.