The objective was to highlight the final season of the Netflix series SPECIAL during Pride Month on TikTok. Special follows a young gay man with cerebral palsy as he branches out from his insular existence in hopes of finally going after the life he wants, and is created by Ryan O'Connell based on his memoir I'm Special: And Other Lies We Tell Ourselves, who also stars in the series that features many talent from the LGBTQ+ and people with disability community.
The strategy was to cut a fun and funny TikTok clip from the series that would resonate and go viral with the LGBTQ+ community.
We worked in collaboration with TikTok on best practices and trending hashtags to strategize timing and execution.
In just a few days, the TikTok video got upward of 135K views, 12K Likes and comments from fans sharing their love for the video, character, and SPECIAL.
