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.
Fill out the form below and we'll work on connecting you to the entry creator!