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Special Project

Special Project
From the 13th Annual Shorty Awards

Paramount Network's Yellowstone Season 3

Entered in Instagram Presence


The premiere of Yellowstone Season 3 shattered ratings records by becoming cable’s most watched original telecast of the year with 9.3 million viewers. And our devoted fans are a huge part of that record-breaking success. Our objectives on Instagram are to regularly engage with our fans to help deepen their fandom so that they can advocate for the show and share it with non-viewers and continue to grow the audience on a season-over-season basis. 

Strategy and Execution

Post creative, engaging assets that help fans evangelize for the show and feel like they’re a part of the larger Yellowstone community. We understand the love and devotion surrounding Yellowstone, and we feed that passion with quick wit and a celebratory zeal. We’re in on the joke, and want to see the next episodes just as much as the fans do. We lean into fan-favorite characters (Kevin Costner’s John Dutton), fan-favorite relationships (Beth and Rip), and the key moments from the series. We’ve developed a regular cadence for both in-season and out-of-season content. This ensures our fans will get a consistent Yellowstone fix. We also engage with the show’s talent and fans on a regular basis so they know a real person is behind the account. We listen to fan feedback to help curate the best content, and we also engage with our fans to share user-generated content. 




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