Objective:
Cut through the competitive clutter and drive tune-in to Countdown to Christmas movies on Hallmark Channel and Miracles of Christmas movies on Hallmark Movies & Mysteries.
Strategy
Social media used a strategic mix of assets and custom creatives that highlighted the depth of the stories, the diverse cast, deeper plot lines, different marketing partnerships, and the entire “Hallmark Channel” holiday experience.
Results:
Hallmark Channel and Hallmark Movies and Mysteries social channels experienced an overall positive fan sentiment for the movies given key factors such as diversity, and deeper plot lines, combined with our asset creatives and engaging post copy.
Countdown To Christmas earned 2.4B Impressions this year, outpacing last year by 144%. Countdown To Christmas generated 28M Total Engagements this year, outpacing last year by 286%. Miracles of Christmas generated 733M Impressions this year, outpacing last year by 142% and 4M Engagements outpacing last year by 741% (This is inspite of consistently having tough competition with all TV networks and streaming services that continue to try and capture the holiday market).
