After an early cancellation at a competing network, Minx found its home at STARZ: the spot for adult programming. Our mission? Evolve Minx’s Instagram presence to lean into the bold aesthetic and unexpected humor to grow our audience!
The Instagram strategy behind @minxstarz in Season 2 was to find platform-safe ways to lean into the elements of the show that make it so native to social in the first place. From thumb-stopping quotes to strategically-censored “centerfolds” to instantly relatable memes, this campaign was built from the ground up to be discoverable in your Reels scroll and catnip for tagging friends in the comments section.
With great access to the likes of Jake Johnson and Ophelia Lovibond comes great responsibility to make them record content. We took this responsibility very seriously and executed Minx-inspired drinking games, pulled out on-set gossip, and crafted hilarious selfie-style videos that infused this campaign with an added layer of personality and an organic approach tthat increased views and drove engagement.
To boost engagement further, Minx provided the perfect fuel for platform-native creative. Fans were drawn in by low barrier to entry astrology content, and delighted by our conversation-joining Barbie meme. Finally, we were able to craft assets that highlighted the most outragous and hilarious beats of the show in highly organic formats to arrest users in their feeds and drive interest. With high-impact Reels and native screenshot creative, the unexpected humor of the show shone through, providing a steady drumbeat of organic awareness.
Mirroring the success of the Minx magazine in Season 2, this season of the show saw incredible growth on Instagram! Our creative resulted in above benchmark performance across ad recall, brand awareness, and action intent on the platform, bostered our following, and continually reached beyond our established footprint.
