Power isn’t just a show— for the past decade, it’s been a cultural juggernaut with a fanbase that rides hard. So when Power Book II: Ghost geared up for its final season, we didn’t just drop a social campaign—we set the streets, timelines, and group chats on fire with a fan-first social content strategy and bold community management approach.
Our mission? 1. Keep our day-one Power fam entertained, laughing, and locked into the conversation on social; 2. Drive sky-high engagement across platforms and 3. Extend our overall reach and social footprint to attract new viewers and drive awareness.
In short: Go big, make noise, and build a fan community that stays strong even after the credits roll.
To bring our vision to life - we knew we had to come correct with a well crafted strategy.
To get fans hyped for the new season, we recruited top TikTok creators including Killa Kay and J.Ones.8 to drop custom Power content that had fans lighting up the comments and counting down the days until the new season dropped. The real show stopper? We tapped TikTok sensation Reesa Teesa of #WhoTFDidIMarry fame, for our #WhatTF HappenedinPower activation —a TikTok recap series that had fans reminiscing, debating, and racking up 4.1 M views in the process.
For premiere weekend, we brought in reinforcements to drive urgency, rallying cast and top influencers to fuel the hype and drive awareness, rolling out high-impact, social first content live from the red carpet. Our premiere social content generated millions of cross platform views throughout the weekend, and over 25M+ impressions on TikTok alone.
We didn’t just keep fans engaged—we kept them locked in. With our bold social voice, interactive community management approach, and rapid-fire reactive content, our Ghost pages became the spot where fans pulled up to pop off in the comments, crack up at our posts, and watch their tweets, memes, and hottest takes take off. By keeping fans front and center, we created a constant feedback loop, transforming our pages into a live, unfiltered conversation hub where the energy never let up.
We also kept the momentum going in season with high energy cast-led videos and TikTok-first content designed to unlocked new levels of fan interaction.
And of course, we had to jump in on the memes ourselves—because Power fans don’t just watch. They react. Hilariously.
And even during an 8-week episode hiatus, we made sure Power remained top of mind with our fans. We launched the Power Choice Awards, hosted by cast member LaToya Tonodeo, giving fans the mic to vote on and celebrate their favorite moments while keeping the Power conversation alive.
The season finale didn’t just close a chapter—it cracked open a whole new one. In the final moments of Power Book II: Ghost, we hit fans with an unexpected and explosive social drop, leaving fans speechless and starving for what’s next in the Power Universe. The Marvel style end credit scene generated 10M+ views, 700K engagements. Our social feeds lit up, theories started flying, and one thing became clear: Power Never Ends.
Engagement? Killed it. with over 6.29M engagements on Instagram and 879K on Facebook, our content wasn’t just seen, it resonated deeply.
TikTok? Dominated - Our creator content delivered a massive 694M impressions, putting Ghost in front of millions of new fans.
Followers? Ever-growing. Over the course of the season, 137.3K new fans joined our social community, with 121K on Instagram alone - bringing us to 1.59M total across Instagram, Facebook, and Twitter.
The most talked-about show of the summer? No doubt. Ghost dominated the conversation, kept fans locked in through the season break, and cemented its place in the culture.
The loud and passionate fandom? As always, the best result of all.
