ABC’s "Dancing with the Stars" is the hit series in which celebrities are paired with trained ballroom dancers to compete in themed choreographed dance routines that are judged by a panel of renowned ballroom experts, including Carrie Ann Inaba, Bruno Tonioli and Derek Hough.
In Season 34, ABC wanted to show off the big personalities and undeniable talent that went into "Dancing with the Stars," while also exciting viewers to tune in by teasing some of the big, exciting moments and incredible routines awaiting viewers. It looked to engage viewers and fans across social media with fun, funny, and highly shareable posts that would entice fans to get the word out about the new season, while driving them to tune in to catch all the action as it aired.
With Season 34 of "Dancing with the Stars" featuring a mix of celebrities from across the media spectrum, ABC looked to create a social media campaign that would excite viewers with the big personalities, the amazing dances, and all the fun to be had along the way. Social videos played up the humor and exciting moments of the season, while also highlighting big, notable moments, including the show's first-ever TikTok Night.
Social videos highlighted the personalities of each of the teams, with looks behind the scenes, confessionals, bloopers, and more to give fans a variety of different perspectives on the season. ABC also let fans get extra glimpses into the dancers' processes of preparation, with short, funny posts that were perfect to share for fans.
The campaign gave fans plenty of ways to engage with "Dancing with the Stars" and encouraged them to share their favorite moments, building excitement for Season 34 and pushing viewers to tune in to make sure they didn't miss a second.
ABC's "Dancing with the Stars" TikTok Night social campaign was highly successful, with a large amount of engagement across its many posts and videos:
