Cases of COVID-19 were on the rise. Despite warnings about COVID-19, young adults were viewing themselves as immune and not social distancing. To speak directly to the Gen Z and Millennial audience about the importance of social distancing, Freeform used its strength as a premiere young adult entertainment brand to create a multi-platform social distancing campaign that encouraged young adults to #StayTheFFHome and provided content to keep them entertained at home.
Freeform’s primary goal was to encourage the audience (18-34) to adhere to state officials’ “shelter in place” advisories seriously …and Stay The FF Home!
Freeform used its platforms to create a multi-platform social distancing campaign that encouraged young adults to #StayTheFFHome and provided content to keep them entertained at home. Campaign pillars consisted of:
PSA’s – featured FF talent and brand messaging (video and out-of-home) encouraging viewers to #StayTheFFHome
Tune-In – Eventful packaging and promotion around weekend movies gave viewers a reason to sit on the couch and created a sense of communal viewing
Social Media Engagement Content – Thousands of social posts (including supercuts, memes, polls, games, Zoom backgrounds, live music, etc.) entertained our fans and lifted their spirits while reminding them to #StayTheFFHome
Stay the FF Home generated over 125MM organic social impressions, making it Freeform’s largest brand campaign to date.
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