The Girls Tumblr page was launched as a way to reinvigorate the series' social presence in a unique way that speaks to fans in a familiar, bold and addictive visual language. Going into Season 4, the page sought to deepen editorial offerings on the social platform with a broad, existing fan base clamoring for exclusive Girls content.
To supply the Girls fan base with a steady stream of new content, the Girls Tumblr elevated episodic GIFs by pairing them with detailed editorial content, bucketed by fan-favorite topics:
•Eye on Fashion: Spotlight clothing and accessories via short interviews with costume designer Jenn Rogien, which illuminate the backstory behind an item and where a fan might be able to buy it—or something similar. Characters' "style evolutions" were also explored, with Rogien taking fans through a character's look as it evolved from Season 1 to Season 4.
•Location Scout: Short dives into locations seen on the show, digging into a locale's history, best menu items, etc., paired with a Foursquare check-in where available.
•Guest Book: Fun excerpts from longer Q&As with guest stars featured on HBO.com. Interviews included Desiree Akhavan, show writer Sarah Heyward, Gillian Jacobs and Jake Lacey.
•Prop Stories: The Girls production designer and set decorator highlight stand-out props and sets, detailing why pieces were selected and/or how they were made.
As a result, followers and fan engagement more than doubled with an increase of over 50% between Season 3 (2014) and Season 4 (2015). Engagements on the Girls Tumblr page peaked on Mondays and Tuesdays following new episodes, showing us that fans continued to talk about the show and share their favorite moments beyond Sunday night tune-in.