Project Details
- Campaign : The First Lady Influencer Campaign
- Links : Hayet Rida, Sofi, Mary Skinner, Meena Harris, GuyWithaMovieCamera
- Network : SHOWTIME®
- Awards : Clio Silver Award, Clio Bronze Award
THE FIRST LADY Influencer Campaign
OVERVIEW
In the East Wing of the White House, many of history’s most impactful and world-changing decisions have been hidden from view, made by America’s charismatic, complex and dynamic first ladies. The incredibly rich SHOWTIME® drama series, The First Lady, peeled back the curtain on the personal and political lives of these unforgettable women, this limited series focused on Eleanor Roosevelt, Betty Ford and Michelle Obama.
To help launch the series, we engaged a variety of diverse, influential voices in key markets. Influencers created content on social platforms that generated buzz and sparked urgency to watch this new series by highlighting the craft of the show, the powerful female characters, performances and compelling themes.
STRATEGY & EXECUTION
We used a three-pronged approach to maximize our marketing efforts.
First, we engaged relevant influencers in key markets with a custom event activation to immerse them in the world of the show. They created content detailing the experience and the series driving buzz and awareness on their platforms.
We then re-engaged them for a second pulse of content directly tied to specific moments or episode windows around premiere and in season to keep the buzz going and drive acquisition and viewership.
Additionally, we leveraged top pop culture end entertainment creators to highlight the craft and performances we saw resonating in-season, to sustain engagement.
RESULTS
We saw success with over 1M views and 2.3M impressions from the influencers, who had a combined reach of over 10.2M followers across social platforms.
This included substantial engagement from verified users on many of the posts, extending exposure to other influential voices. The influencers applauded our organic and collaborative approach to the partnership. Their followers praised the smart, authentic partnerships, and were excited to watch, subscribe and try SHOWTIME®.