Through strategic execution, collaboration and dedicated community management, our School Spirits Social Campaign took an unknown series into the spotlight garnering significant attention and engagement from new audiences across multiple platforms to grow a loyal fanbase.
Leveraging cross-collaboration and platform amplification between owned brands and harnessing the power of the series' talent and influencers to promote the show, we flooded social platforms with 173 unique pieces of content. By embedding content creators on set we were able to create custom assets that intrigued fans by showing off the chemistry of the star-studded cast, sharing exclusive BST and more. Partnering this creative strategy with intentional community management allowed us to join the conversation, grow our fanbase and ultimately bring viewers to the streaming platform.
The results were astounding with the overall campaign garnering 113.8M total campaign video views as well as 8M total campaign engagements. Conversations rose week-over-week and an impressive 237.1 Million video views (and counting) are associated with #SchoolSpirits on TikTok. Additionally, the School Spirits Community ranked in the Top 10% by size on Reddit, further validating its organic growth. The campaign's success extended to talent-led TikTok lives, accumulating over 562k likes and 170k+ views, while also contributing to increased show streams throughout the series.
