The primary objective of this campaign was to drive awareness and create buzz for the series launch of The Sympathizer, engage the Vietnamese and AAPI communities authentically and celebrate this monumental cultural moment for Vietnamese voices. To do so, Max cultivated a network of authentic, creative, and influential Vietnamese and AAPI advocates for the new series who served as ambassadors to build buzz and drive tune-in for key audience groups, through a digital content series that was launched pre-premiere and in-season on Instagram and TikTok.
The visually compelling digital content series that was created by the team in partnership with influencer and celebrity creators, aimed to highlight Vietnamese and AAPI influencers and artists while also promoting the new show.
By leveraging various themes within the series, while also leveraging these AAPI voices across different content categories for the social media aspect of the campaign, Max was able to successfully highlight the themes found in The Sympathizer series, ultimately helping to generate emotional resonance and interest with new and existing audiences.
This campaign was about disrupting norms and celebrating diverse stories as we push for more authentic and inclusive portrayals of the Vietnamese community on television. By highlighting the authenticity of the show and the talent behind it, we built a bridge to the story seen on screen amongst audiences who would be key advocates for the series. We wanted to create a visually compelling digital content series via Instagram and TikTok that aimed to highlight creators and artists of the Vietnamese community and their stories, while promoting the new series.
Max partnered with 9 content creators tasked with recording themselves, answering specific prompts tied back to the show's themes and 2 visual artists who created time lapsed visual graphic videos that accompanied the stories the creators shared and provided our creators’ audiences with an animation that highlighted and celebrated those stories.
The final content was published on the creators’ Instagram and TIkTok profiles, in the form of a split screen asset, a popular trend across social platforms, that bridged authenticity and transparency with artistry. The videos helped sustain conversation about the series on a week to week basis.
Overall, Max engaged 11 content creators who created a total of 20 social posts on Instagram and TikTok. The Instagram posts totaled 376.4K impressions, 41.8K engagements and 1.5 million total social impressions. The TikTok posts totaled 1.6 million impressions, 10.7K engagements and 14.2K total social engagements. Both social platforms garnered a total of 3.47M+ impressions and 66.7K+ engagements. The campaign successfully achieved all of the goals of the campaign, engaged the Vietnamese and larger AAPI community and brought in new audiences.
