After more than 20 years of fostering love on “The Bachelor,” “The Bachelorette” and “Bachelor in Paradise,” “The Golden Bachelor” showcases a whole new kind of love story – one for the golden years. On this new unscripted series, hopeless romantic Gerry Turner is given a second chance at love in the search for a partner with whom to share the sunset years of life.
To launch “The Golden Bachelor,” ABC looked to introduce audiences to Gerry and the women vying for his heart. The goal was to seed engaging custom content that would truly spark conversation on social media and drive tune-in to the show’s premiere.
ABC’s “The Golden Bachelor” social campaign featured both organic and paid content that gave viewers an authentic look into the lives of the show’s new cast while playing off of popular TikTok and Instagram trends.
On premiere day and digital day of air, ABC turned social gold with high-impact placements across TikTok TopView and Snapchat First Story and launched a custom Glow Up Snapchat AR Lens and YouTube Short's First Impression video. Influencers and celebrities ranging from Elyse Myers and Taylor Lautner to William Shatner posted about The Golden Bachelor on premiere day, sharing their excitement for the show and giving their POV as they were watching it live.
The Golden Bachelor social media campaign received overwhelmingly positive sentiment. The content was met with high view counts and engagement and many fans commented specifically about the marketing of the show, saying things like, “Marketing team is really stepping up with this season!”
The launch campaign (which ran as both organic and paid media from 7/30 to 9/30) earned:
During the premiere episode, #TheGoldenBachelor started trending at #4 in the US by the time East Coast air started and jumped to #2 within the first 15 minutes. Gerry also trended throughout the night.