FX's The Beauty is a pulpy, glamorous horror-drama about society’s obsession with outward perfection and the devastating cost of achieving it. Our objective was to launch the series in a way that felt like the show itself: seductive, campy, and just unsettling enough to spark intrigue.
We began with a clear premise: treat the fictional product at the center of the series as if it were real. By tapping into timely “new year, new you” conversations, we set out to world-build around The Beauty as a must-have miracle, drawing audiences in through aspiration before revealing the darker consequences.
From there, our strategy expanded. We aimed to saturate spaces already obsessed with beauty and celebrity culture, lean fully into the series’ over-the-top and memeable tone, and leverage the powerful, engaged fandoms of American Horror Story, Ryan Murphy, and our A-list cast to extend awareness.
At its core, the campaign asked a simple question: What price would you pay for perfection?
Our strategy was simple: make The Beauty unavoidable for the exact audiences who would obsess over it.
This show lives at the intersection of glamour, horror, celebrity culture, and internet chaos. So we built a launch that delivered jaw-dropping, scroll-stopping content across every social touchpoint.
Phase 1: Shock the Feed
We kicked off with an in-world product launch timed to New Year’s self-improvement discourse. Instead of explaining the show, we dropped it directly into beauty obsessed feeds through influencer testimonials and polished faux ad creative.
The content was sexy, aspirational, and hyper-glossy, designed to blend seamlessly into beauty and celebrity culture conversations. Then we detonated the twist: explosive side effects that reframed everything. The whiplash sparked debate, shares, and repeat viewing.
Phase 2: Turn Creators into Amplifiers
We brought 20+ creators and social press outlets light Flight House and The Infatuation into a custom-built junket studio designed for maximum Beauty capture. Influencers created content that felt native to their feeds intimate, unpredictable, and authentic.
This generated an immense wave of earned media with creators posted repeatedly across their social handles.
At the same time, FX captured exclusive talent moments for our official show handles, including playful comment replies and scene reactions that fueled community conversation
Phase 3: Get The Internet Talking
On social, we leaned fully into the show's irreverent, over-the-top tone. We made character fan cams. We posted Evan thirst edits. We leaned into the show be unserious and indulgent. We even transformed the first two episodes into seven micro episodes optimized for TikTok and Instagram, giving viewers a serialized, cliffhanger-driven taste of the series inside their feeds..
Throughout every phase, we developed a distinct community management voice that embodied the duality of The Beauty — aspirational yet delusional. Seductive, confident, and laced with subtle shade.
The results? They were are explosive.💥 The launch campaign produced multiple viral moments across TikTok and Instagram, fueled by the influencer testimonial stunt, junket content, and irresistible social creative.
The influencer junket generated substantial earned media, as creators shared high volumes of bespoke content, expanding reach well beyond paid efforts. Social engagement surged as fandoms rallied around Bella Hadid and Evan Peters, driving conversation, memes, and fan edits.
The micro episodes successfully extended narrative consumption on short-form platforms, demonstrating that serialized TV storytelling can thrive natively on social.
Most importantly, the campaign translated into platform success: The Beauty premiered in the #1 trending spot on Hulu.
By blending immersive world-building, global spectacle, creator culture, and internet-native storytelling, we turned a new IP into a watch-worthy event.
