In "Abbott Elementary," a group of dedicated, passionate teachers — and a slightly tone-deaf principal — are brought together in a Philadelphia public school where, despite the odds stacked against them, they are determined to help their students succeed in life. Though these incredible educators may be outnumbered and underfunded, they love what they do — even if they don't love the school district's less-than-stellar attitude toward educating children.
ABC wanted to excite new viewers and returning fans for the return of "Abbott Elementary" in Season 5, and looked to meet them on social media with posts that would be highly shareable and encourage them to spread the word about the season's premiere.
To create a campaign that would speak to fans of "Abbott Elementary," channel the show's specific brand of humor, and create shareable social posts, ABC partnered with the Sunday Scaries social media account.
Sunday Scaries channels humor from the working world and office culture, paired with exactly the right images from pop culture, to create hilarious, relatable memes. The memes created in the partnership feature images from "Abbott Elementary" of cast members, paired with text that satirizes the experience of working.
Released in batches on two separate weeks, the result was a series of fun, funny, and shareable images that gave fans a new way to engage with "Abbott Elementary" and to share the show with others, while also driving tune-in for Season 5.
ABC's social partnership was a perfect way to bring "Abbott Elementary" to new viewers through social media, while rewarding existing fans for their loyalty with fun memes that let them express themselves online.
ABC's partnership with Sunday Scaries was a major hit with fans. On Instagram, the two batches of meme images garnered nearly 60,000 likes and nearly 40,000 likes, respectively, with a total of 3.1MM impressions. Overall, the posts delivered 118K engagements with a 3.8% ER.
