The Masked Singer readied itself for its 9th Season return with the promise of mind-blowing performances, fresh celebs, and jaw-dropping reveals. The goal? Reel in new and loyal viewers for an electrifying season with revamped weekly spoiler alerts revealing the masked singer’s identities, a new series spotlighting this season’s dazzling costumes, and buzzworthy content to keep viewers talking.
To achieve this goal, we needed content that would not only excite fans after 8 seasons but also entice others to join in on the conversation.
We started by revamping the weekly Spoiler Alerts from past seasons. Over 60 of these custom videos were made to unveil the Season 9 singers for those who missed the live show, aiming to generate enough FOMO so fans would be encouraged to tune in the following week. The refresh included new clips, reveals, and a redesigned format that aligned with Season 9’s branding.
On top of updating past favorites, we kicked off The Masked Singer’s very own Dressed to the Nines magazine spread, an in-feed carousel designed to drive conversation and showcase one of the most impressive feats of the show - the costumes. Each singer was featured on their own page, spotlighting three costume items up close, concept sketches for a peek at the inspiration behind the finished product, and over 40 pun-tastic blurbs hinting at the singer’s identity (i.e. MUSTANG: Saddle up! This singer is galloping to victory.) Each magazine spread was also paired with a unique TMS WEEKLY magazine cover to hook scrollers and entice them to swipe or tap through to the end, fostering an ongoing dialogue among audiences each week.
Over 50 custom social deliverables and 100,000+ likes later, the campaign sparked lively and ongoing conversations with fans both new and returning across Instagram, Twitter, Facebook, and TikTok - a lasting buzz that resonated long after the season concluded.
