For the season three premiere of 'Please Like Me' Pivot's goal was to drive tune in and build anticipation by creating snackable social media content. Pivot and Ignition created a landing page where fans of the show could engage with the series through various forms Tumblr content, and also participate in the campaign's 'Post It Forward' Initiative. The intent was to generate awareness of the social impact campaign associated with the series, which strives to create conversation around the de-stigmatization of mental illness – a salient topic that 'Please Like Me''s narrative is built around.
STRATEGY
Participant Media's original series 'Please Like Me' is a comedy that focuses on Josh Thomas and his friends as they muddle through life in their 20s. Though the premise appears to be simple, it's conceit is much more complex as Josh's mom and other characters in the show struggle with mental illness. 'Please Like Me' subtly de-stigmatizes issues surrounding mental health, making the topic accessible to viewers and presenting a strong underlying message: we should be comfortable talking about and addressing mental health. As a show that caters to the sensibility of 20-somethings and is very current in capturing the ethos of that demographic, Pivot saw great opportunity to create something spectacular with Tumblr content.
As all of Pivot programming is tied to a social impact campaign around issues addressed in in its content, Pivot's Advocacy and Social Impact utilized Tumblr's #PostItForward initiative to work towards countering stigmas around mental illness through community-building and conversation . To generate awareness and broaden the reach of conversations about mental health, the #PostItForward initiative invites viewers to share their own personal stories of mental and emotional health.
IMPLEMENTATION
To execute the project, Pivot worked with creative agency, Ignition to produce a series of social media assets (GIFs, Clips, Memes, etc.) that recapped seasons 1 and 2 to live on a Tumblr landing page with the URL: pleaselikeme.com. From its launch on October 7th, Pivot supported the page through paid media promotion as part of its marketing campaign for the series. For Season 3, 'Please Like Me''s Tumblr content recapped the most iconic moments of the series as weekly episodic premieres rolled out on air. All posts and social media assets were also blasted via Pivot's social media handles in weekly episodic promotion.
For the social action portion of the campaign, Pivot created custom 'Please Like Me' graphics which drew attention to some of the season's most poignant mental health moments and encouraged viewers to visit the #PostItForward page to share their own stories of mental and emotional health. Tumblr provided sponsored media to support the campaign, and Pivot featured #PostItForward on its 'Please Like Me' campaign page.
KEY FEATURES
Intricately designed GIFs and Memes were created with memorable quotes and moments from the series that highlight key episodic developments. Pivot also had clips embedded from Pivot's Facebook channel which teased each week's premiere episode.
In addition to traditional Tumblr content, a 'Please Like Me' emoji keyboard was available for download on the page with emojis, icons, and GIFs inspired by the series. A 20-minute narrated recap special which summarized seasons 1 and 2 was made to give fans a refresh and build anticipation for the launch of season 3. In addition, the #PostItForward widget was placed on Please Like Me's campaign page and on the Tumblr's main page so viewers could share their own stories and join the conversation to help de-stigmatize mental health
PleaseLikeMe.com Metrics
- Total Page Views: 110,928
- Unique Page Views: 96,774
- Average Time on Page: 00:01:34
- Total Sessions: 87,047
- Tumblr Page Follows: 2400
Pivot Social Media Metrics on Tumblr Content
- Impressions: 16,175,626
- Post Engagement: 4,694,923
- Clicks: 312,018
- Post Likes: 45,707
- Comments: 989
#PostItForward Statistics
-Impressions: 2,127,266
-Engagements: 11,078
-.52% Engagement rate
-Top performing post: (The Story Of Your Life Can Change Someone Else's) exceeded tumblr's Entertainment benchmark for CPM posts (0.5-0.7%) with an engagement rate of 1.06%
