Cases of COVID-19 are on the rise. Despite warnings about COVID-19, young adults were viewing themselves as immune to the virus and not social distancing. To speak directly to the Gen Z and Millennial audience about the importance of social distancing, Freeform launched the #StayTheFFHome campaign.
Freeform used its strength as a premiere young adult entertainment brand to create a multi-platform social distancing campaign that encouraged young adults to #StayTheFFHome and provided content to keep them entertained at home. Campaign pillars consisted of:
Stay the FF Home generated over 125MM organic social impressions, making it Freeform’s largest brand campaign to date.