Project Details
- Campaign : The Chi Is Why Influencer Campaign
- Links : Tabitha Brown, Wyclef Jean, Yves, Kelis, Ev'Yan, Dr. Jess
- Network : SHOWTIME®
- Awards : Webby Awards Honoree, Shorty Awards Finalist
THE CHI IS WHY Influencer Campaign
OVERVIEW
The Chi, from Emmy winner Lena Waithe, is a coming-of-age drama that closely follows the interconnected lives and stories of Black residents in the Southside of Chicago. As we approached Season 3, we wanted our audiences to form authentic connections with the beauty and resilience displayed by our series. Rallying our large and digitally-engaged Black audience would be critical to driving subscriptions and engagement for SHOWTIME®.
STRATEGY & EXECUTION
We approached each step of our campaign with intentionality. We set out to speak authentically to the Black experience depicted on The Chi through the voices of an extended family of creators with star power and talented micro-influencers.
We worked with the Black women-owned agency ‘A Very Good Job’ whose work focused on primarily telling Black stories. Together we created a digital companion series that dissected the themes presented in The Chi each week like missing girls, sexual identity, food and music through the lens of Black creators who were thought leaders in these respective spaces.
To allow us to authentically appeal to their fanbases, the creators were empowered to explore and broach the Chi-themed topics in their own unique ways. For example, Tabitha Brown, a long-time fan of the show, felt inspired by several characters’ resilience and led a Mid-Year Mindfulness Check In. The musical nature of our series resonated with Wyclef Jean; he found a way to weave our storylines into his lyrics as he performed an hour-long jazz date night on Instagram Live. By tapping into Black creators, we allowed them the space and creativity to funnel our series messaging through their own respective brand voices.
RESULTS
The talent in this campaign had a combined potential reach of 16.5+ million followers, and the specific content generated: 2.7M campaign impressions, 1.8M views and 153K engagements. This digital strategy also helped contribute to the overall increase in viewership and acquisition that we saw throughout Season 3
The Chi had jumped up to the #10 Most Social Premium Cable Series, from its previous rank at #17 only a year before. We also saw a 30% spike in weekly viewership that dovetailed nicely with a 250%+ increase in re-subscriptions and free trial starts.