Everyone has a family. And every family has a story. This Is Us captivated audiences all over the world with its highly relatable storylines and left fans yearning for more from the iconic cast. The deeply human series provided us the opportunity (and challenge) of producing a multi-platform approach with the same ethos.
Through building human-first relationships online that are deeply emotional and passionate, we were able to provide an online platform for fans to connect, discuss, and celebrate all of life's milestones with viewers and cast alike. By striving to share best-in-class content that is engaging, innovative, and unifying we have brought This Is Us into a broader social conversation and cultural zeitgeist.
Millions joined, millions shared, and if you read the posts, you know millions cried. All of these efforts combined have made the This Is Us multi-platform experience into a global movement to create one big This Is Us family.
The This Is Us Multi-platform Experience was designed to be the most human, emotionally resonant effort ever from a television series. Our goal: create deeply meaningful, genuine connections through three key avenues:
CONNECTIONS TO THE SHOW: This Is Us is a deeply human series and we wanted to approach social with the same ethos. To enhance the viewer's experience, we utilized key on-air moments to drive conversation online through weekly after shows and episode highlights. This gave fans and talent alike the opportunity to empathizing with the characters and share the emotional moments they connected with the most.
CONNECTIONS TO THE CAST: With our game and gifted cast brought into the plan, we were able to leverage their enthusiasm to produce an unprecedented amount of digital/social cast content. These activations were thoughtfully plotted, so when something happened in the show, we created talent content that skillfully spoke to the in-show elements. Examples include this moment where Milo Ventimiglia surprised a fan and this one where Mandy Moore and the Big Three recreated a fan favorite moment.
CONNECTIONS TO THE COMMUNITY: 1:1 engagement was our focus across all major platforms and through a human-first community management strategy, we were able to cry with the fans, empathized with their personal stories, and encouraged a positive culture of sharing and respect. Additionally, we created strong relationships with fan-created Facebook groups and high profile fans and armed them with material to encourage socialization of their affinity. We also made content they love and share, nonstop. Like this simple yet effective text conversation video.
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