Season 3 of Orphan Black explored themes of sisterhood, identity, science and sexuality. We focused on the theme of family - both the unconventional family in the show, and the fandom now representing one big family.
Our overarching objective was to grow the online audience for Orphan Black, raise awareness for the new season, sustain a conversation with CloneClub, and recruit new viewers.
During the season we encouraged catch-up for previous seasons and created urgency to watch in the community by eventizing premiere and tune-in. We utilized interactions with talent and created social tentpoles to maintain momentum for the Season 3 premiere.
We used innovative social media strategies to successfully further the emotional ties established between the fans, show universe and cast. We promoted tune-in and social participation, amplifying fans across social media.
To connect with fans in a variety of new and proven ways, we:
- Continued #AskOB video series in which talent answer fan questions directly.
- Organized and facilitated weekly Twitter Q&As and live Tweets with talent, including one with cast member Dylan Bruce on Twitter immediately following the death of his character.
- Socially supported talent appearances at Wondercon, C2E2, SDCC, and various press interviews.
- Created a social campaign to #VoteAlisonHendrix, mirroring a plotline of the show. We created fan swag packs along with a dedicated website to support Alison's campaign.
- Launched a #ThankYouCloneClub campaign on Twitter in which talent posted handmade signs thanking fans for watching Orphan Black.
- Facilitated 'Watch to Win' campaigns. These included prizes such as iconic costume pieces from the show.
- Provided live support for each premiere episode on Twitter, Tumblr, and Instagram.
- Coordinated with other AMC Network channels to broadcast the season premiere on AMC, IFC, SundanceTV, and WeTV. This included live Twitter activity, pre-premiere promotion, and cross-promotional social media support.
- Created original content with the cast that included signed Snapchat selfies, videos to fans, and original images to share across social media.
To build excitement for Season 3 during the off-season and continue a conversation with the Orphan Black fandom family we:
- Created live social media coverage of the Orphan Black Fan Meetup at San Diego Comic Con on 8 different platforms - Tumblr, Periscope, Instagram, Twitter, YouTube, Vine, Tumblr, and Snapchat.
- Accompanied the cast at San Diego Comic Con to all scheduled press events and public appearances, in order to capture content and eventize appearances for our audiences on Vine, Twitter, Instagram, Snapchat, YouTube, and Tumblr.
- Continued amplifying Orphan Black talent social interactions and appearances.
- Produced custom social content on set #AskOB videos; a SnapChat story tour of the set; photography on-set for social media.
- Coordinated and released the never before seen Season 4 teaser on December 25th during the premiere of the Doctor Who Christmas Special on Youtube, Facebook, Twitter, Tumblr, as well as on-air.
Orphan Black social accounts have experienced growth in both quantity of fans and in engagement, conversation volume, and fan interaction. Here are a few highlights:
- Orphan Black ranked 4th in the Sci Fi genre, 6th in Action, and 20th in Drama according to ListenFirst.
- Orphan Black Season 3 ranks among the top 15 most social cable dramas (Top 10 in ad-supported cable dramas).
- On Twitter, Orphan Black ranked among the Top 5 basic cable dramas during its run, according to Nielsen SocialGuide. In Unique Audience per episode, S3 ranked #7, and #6.
- On Tumblr, Orphan Black ranked among cable's Top 5 programs over its run, according to ListenFirst.
- Orphan Black trended regularly on Twitter worldwide, nationwide, and platform-wide during the entire season on premiere nights.
- Across Facebook, Twitter & Instagram, Orphan Black more than doubled its social followers between seasons two and three.
- Overall social engagement in Season 3 across BBCA's social platforms was up +27% from Season 2.
- Overall conversation volume across all social platforms increased by nearly 22% during Season 3 as compared to Season 2.
- There was press coverage surrounding the show because of organic memes including "As a Lesbian.... Supporter."
- At the '15 Emmy awards, Orphan Black was the second most discussed show of the evening on Twitter. Tatiana Maslany was one of six actresses nominated for Best Actress in a drama, but was the only one whose name trended on Twitter all evening.
Video for Orphan Black
