The official Girls Twitter profile has grown over 34% in followers since the end of the last season, proving that @girlsHBO never stops engaging fans at all hours, daily. Millennial fans of the series are socially savvy and interact with our Twitter while watching the series Sunday nights, catching up during the week, or having “Girls moments" in real life, day to day. Proving that fans turn to the profile as a reliable source of fandom, 30% of all series-related Twitter conversation tags the handle. @girlsHBO shares all new content and series news, interacts with talent and fans, and serves as the ultimate fellow superfan to discuss episodes and series themes. The Girls Twitter profile tweets with fans during episodes, sharing the best quotes and relatable moments, and hosts swag giveaways during the week to, for example, give fans a chance to win and wear their own iconic Hannah yellow mesh tanks. The profile has become the number one source for all breaking news, and fans know to rely on @girlsHBO as a fellow fan of the series. The @girlsHBO profile is the ultimate social reflection of the series. Fueling the fandom, @girlsHBO acknowledges the audience and replies or favorites praise for the show, much to the delight of Twitter users. The profile shares timely content from other social profiles from the series, and drives to digital spaces for all things Girls-related, embracing the zeitgeist-capturing nature of the show. @girlsHBO worked with Costume Designer Jenn Rogien (@jennrogien) to launch the #girlsFYI conversation series of Twitter chats during Sunday night premieres, offering behind the scenes factoids from the Girls cast and crew. We aggregated the Costume Designer’s commentary, added images for context, and shared the Storify to Tweeps who were able to continue the behind the scenes questions with #girlsFYI. We used Twitter data to select recipients for Girls Influencer gifts, surprising select celebrity influencers and everyday fans with gifts for a truly obsessed fan of the episodes. With integration of #GIRLS, activation-specific hashtags, and the Twitter handle into on-air spots and events, we extend the social presence of Girls beyond the Twitter feed. We successfully convert on-air Girls viewers to social engagers and evangelists with integrated promotion online and offline.
