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From the 8th Annual Shorty Awards

Every Witch Way S4 “Flock to Unlock" Instagram Stunt

Entered in Instagram

About this entry

Kick-start super fan conversation for the fourth and final season of Nickelodeon's hit series, Every Witch Way.

Why does this entry deserve to win?

We ended Season 3 of Nickelodeon's Every Witch Way with a live multi-screen activation that resulted in a record-breaking 14MM fan votes cast. We knew that fandom had reached fever pitch for the series, and we had to raise the bar with super-fans for the series' final season. With that in mind we made a strategic decision to call out the fourth season as the "final season" in in order to to amp up buzz, while teasing that everything our fans knew about Every Witch Way was about to change.

Our overall strategy was focused on highlighting the numerous unexpected twists and turns that viewers were in for while highlighting the need to tune in LIVE everyday - because each episode was leading up to an ending they would never forget. The Every Witch Way social media presence emerged as one of our most important entry points for kids to engage with the series and its cast and it quickly became clear that this was critical to leverage in advance of the season premiere.

We aimed to create conversation by seeding out early sneak peeks to the audience in a way would drive increased fan frenzy and speculation about Season 4 the closer we got to the premiere. In order to do that we activated Nickelodeon's Instagram account for a its first-ever "Flock to Unlock" sneak peek event. Starting two weeks out from the season launch and for five days leading up to our first on-air trailer we released a new custom motion poster per day on Nickelodeon's Instagram account. Each post highlighted the "Forget Everything You Thought You Knew" positioning, and challenged fans to reach the set number of "likes" that would unlock an exclusive 15-second sneak that coincided with the image on the motion poster. Each day's new motion poster brought a higher flock-to-unlock goal causing a need for fan engagement to multiply in order to unlock new clips.


Monday, June 22nd's unlock started with a requested benchmark of 10K likes, and from there grew by 1K likes per day through Friday June 26th. Due to the stunt's overwhelming success, each day's goal was hit and a never-before-seen episode clip was released on Instagram. The stunt drew in new fans, and the number of likes per post skyrocketed beyond their preset limits. It also set new success benchmarks for Nickelodeon's Instagram platforms in terms of engagement, which are still referenced to this day as barometers for success across all launch campaigns.


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