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Special Project

Special Project
From the 6th Annual Shorty Awards

How The White Queen Reigned Over Facebook

Entered in Facebook Campaign


As a premium cable network, STARZ wanted to increase awareness and tune-in for The White Queen, a show based on British history about three powerful women battling for the throne. In a Facebook target block media buy, we specifically targeted women aged 25-54; a new, previously untapped audience for our original series.Our marketing strategy for The White Queen was to optimize a combination of earned and paid media. The Facebook target block allowed us to reach our target demographic of females aged 25-54 in an incredibly efficient way. When combining our social strategy with Facebook’s paid products, we were able to achieve outstanding results. We had 700,000 video views in just three days, and our engagement skyrocketed. Our biggest payoff, of course, was the lift we saw in tune-in. In order to cut through the clutter of newsfeeds, we chose powerful images of The White Queen key art; this featured Elizabeth clutching a sword, blood trickling through her fingers, and a very clear call to action asking people to watch the trailer and tune-in to the series. The Nielsen Online Brand Effect and Online Campaign Ratings research concluded that our Facebook campaign was incredibly successful at reaching our target audience, and driving awareness and tune-in. In this study, Nielsen found that STARZ had a 9-point increase in tune-in among adults age 34-44, and a 25-point increase in awareness of those exposed to the show. We were able to reach 25 million women, age 25-54, which was our target demographic. All in all, our ad placements with the Facebook target block delivered a focused message to our key demographic, increasing our engagement and boosting tune in for The White Queen.

Strategy and Execution


Entrant Company / Organization Name

STARZ Entertainment


Entry Credits