Cablefax The Magazine - July 2022 - 34
MARKETING OF A
CONTINUING SERIES
Grown-ish:
Senior Year
Campaign
With " grown-ish " gearing up for
Season 4, the Freeform team
crafted marketing messages
along some of the loose ends
that the season would tie up.
Specifically, it asked fans " who gets married? " Freeform
began the tease campaign with a " Save-the-Date " post on
Instagram, using the mystery of who's going to say " I do "
as a hook. Freeform quickly followed suit with a barrage of
social posts, teasing the developing romances between each
of the couples in the show. All marketing elements were co-branded Freeform and " Next Day on Hulu " to maximize tune-in. Grown-ish also
created a series of Black Student Union videos, giving viewers and real college students a forum to interact with the cast and have meaningful
discussions on real events impacting college life, such as cancel culture and spirituality. Black Student Union became a hub for meaningful
dialogue surrounding the excitement and stress of college life.
1
1000-lb Sisters
ST
TLC built up Season 3 of " 1000-lb
Sisters " with a mix of dramatic and
light-hearted creative assets to promote
the journey of overcoming obesity to
new audiences. The sisters tackle the
challenge with heart and humor, which
TLC captured with its " Life Gets Heavier "
tagline. The campaign included extensive social
media as well as on-air TLC spots and additional
television support on Comcast, national cable, and in
ABC's " The Bachelor. "
2
ND
Ultimate Cowboy
Showdown,
Season 2
3
34
July 2022
RD
INSP's digital and social media team helped grow
this competition series by creating content that
really highlighted the contestants' personalities,
including two social-first content series: " Cowboy Confessionals "
and " Cowboy Reflections. " Keeping clients aware that " Ultimate
Cowboy Showdown " is back was made tougher by many working
from home because of COVID. The team sent an e-blast with
a redeemable code for a branded deluxe box of gourmet Rice
Krispy treats. The distribution marketing team provided two vMVPD
clients with totally custom materials, including talent reads
from host Trace Adkins, in exchange for series promotion.
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Cablefax The Magazine - July 2022
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