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Hallmark Channel's When Calls The Heart - Season 9 Lives

Entered in Television


Drive awareness, excite and engage the dedicated fanbase known as the #Hearties to tune in consistently for the newest season, Season 9 of When Calls The Heart



Strategy and Execution

The Hearties community is very active on Facebook and as part of our overall social strategy for When Calls The Heart Season 9, Hallmark Media’s social media team launched a series of six Facebook Live conversations with key cast members to ensure they tuned in for the premiere and throughout the season.

These live events gave the dedicated fanbase of #Hearties the chance to hear behind the scenes stories from some of their favorite stars (did you know that the ice cream on set is actually mashed potatoes!?), interact with fun games, get to know new cast members and stay engaged to tune in to new episodes weekly!

After a successful partnership for Season 8, the social media team partnered with Entertainment Tonight’s Deidre Behar (and self-proclaimed #Heartie) to moderate the conversations. Questions were agreed upon in advance and scripted in collaboration with the social team.

Promotional posts across Hallmark Channel’s Facebook, Instagram and Twitter platforms drove awareness to the live conversations on Facebook.


The #Hearties were thrilled to watch the Live chats and hear the behind-the-scenes stories, get insights into upcoming episodes, and get to know the actors that portray some of their favorite characters on television throughout the season.

The Facebook Lives were one aspect that contributed to When Calls the Heart Season 9 ranked as the #1 most-watched original scripted series on ad-supported cable in 2022-to-date among Households (2.4M) and Women 18+ (2.2M) and Total Viewers (2.9M). After 12 episodes, the season also reached over 8.6M unduplicated/total viewers. (Nielsen)

The Facebook Lives and posts promoting the series garnered:


Entrant Company / Organization Name

Hallmark Media


Entry Credits