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Special Project

Special Project
From the 8th Annual Shorty Awards


Entered in Snapchat


In 2015, girlsHBO sought to take the Girls Snapchat presence to a whole new level with a series of one-of-a-kind stunts, content and promotions that would grow our followers and engage our passionate fan base.

Strategy and Execution

To release our key promotional asset, the Girls Season 5 trailer, HBO partnered with Refinery29 for a 24-hour exclusive for its Snapchat Discover Channel. To surprise and delight fans, Lena Dunham took over the girlsHBO Snapchat channel to share an exclusive video message that tipped the fans off to its release. Our fans were totally surprised and enormously excited for this special release, which they shared through tweets and snaps.

In addition to releasing key assets, the Girls Snapchat is always on, giving fans insider access to the show and its stars. To kickoff the fourth season, HBO brought Girls Snapchat fans to the red carpet premiere, exciting fans with access to talent and their own personal doodles. Fans following along eagerly screen grabbed and shared the girlsHBO snaps from their personal Snapchat and Twitter accounts.

To tide fans over until Season 5, Girls brought fans to the set with exclusive Snapchats from Silvercup Studios. The Snapchat captured incredible content for Girls fans to excite them for the new season, including a series of apartment set tours (Hannah, Shoshanna, Ray, Laird), an appearance from Set Decorator Karin Wiesel Holmes, Costume Shop tour from Costume Designer Jenn Rogien, a detailed peek at special props from the new season, and a dressing room tour from cast member Jake Lacy ('Fran,' Hannah's boyfriend).


Girls grew the Snapchat account to over 129K followers in 2015. Cited in Mashable, CNET and by Snapchat itself as an innovator on the platform, girlsHBO will continue using Snapchat to engage with a fervent and enthusiastic user base throughout the course of the series.

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