Freeform’s series “Love Thy Nader” follows the unapologetic and determined Nader sisters — Brooks, Sarah Jane, Grace Ann, and Mary Holland — who left their humble beginnings in the Louisiana bayou for the glamour and grind of New York City. Brooks’ breakout success has led them into the high-stakes world of modeling, the social scene of Manhattan’s elite, and opened the door to a whirlwind of attention.
Ahead of the series premiere, Freeform launched a promotional campaign for a core audience of young, pop-culture and celeb-focused reality-television fans. The goal was to use the sisters' own distinct voices to create interest in “Love Thy Nader,” creating buzz and driving tune-in for the new series.
The core identity of the launch campaign was to highlight that “Love Thy Nader” wasn’t just more drama; it was the Naders’ drama, and the powerful stories intrinsic to growing and maintaining a sisterhood. This campaign underscored the powerful connection quickly formed between fans and the Nader sisters, using the sisters' own voices.
Freeform's social campaign for “Love Thy Nader” introduced the sisters to reality fans, and did so primarily through numerous videos designed for quick peeks into their real-life dynamics, many of them participating in relevant social trends.
The campaign gave viewers an inside look at the show through the lens of the Nader Sisters, delivering content to fans that highlights their unique energy and personalities. Each sister was given time to shine and posts allowed fans to flock to their favorites, rallying together as a cohesive fandom to spark conversation and generate shares that spread across platforms.
Videos brought into focus the sometimes shocking, always engaging moments from the series, while building on them with careful clip curation, highlight reels, and more to increase social engagement and drive tune-in.
Passionate fans could sign up to receive exclusive content in their social media inboxes, including supercut clip compilations, countdowns, and more direct from The Naders.
Freeform's social campaign for "Love Thy Nader" successfully engaged the show’s core demographic, young reality TV fans, and drove tune-in for the new series.
The campaign’s reach across all social media platforms included:
-80M+ impressions
-633K engagements
-107M views
