MORE CASE STUDIES

STAR – Season 2

Overview

DMM was pleased to partner with FOX once more to kick off the second season of STAR, from creator Lee Daniels. Going into Season 2, our goals were to bridge the gap between Empire and STAR fans, retain viewers from Season 1, and bring in new audiences. We achieved this by keeping social content relatable and relevant to the audience in order to engage with them in the most authentic way possible.

Objective

From Season 1, we knew that positive sentiment surrounded the three main characters (played by Jude Demorest, Ryan Destiny, and Brittany O’Grady) and their journey, so our team strategized around balancing their story along with introducing guest stars, such as Patti LaBelle, Brandy, Keke Palmer, Quavo, and Lala. Newcomers to the show like Evan Ross, Luke James, Lance Gross, and Michael Michele were also welcomed into the STAR family.

To do this, DMM utilized each platform's features to their fullest potential, including creating GIPHY stickers, Tap to Reveal Instagram Stories, polls, threads, and tapped into cultural zeitgeist trends and moments. Knowing that music was such an integral part of the show, we created dynamic Instagram Stories incorporating the new Spotify share feature that allowed fans to find their favorite songs before and after the episodes aired.

Leveraging the drama, humor, and heart of STAR, our most popular social initiatives were our #WomenOfWednesday activations and live tweet nights for both East and West Coast broadcasts. Our #WomenOfWednesday initiative highlighted the strong female figures in both STAR and Empire through Snapchat takeovers, organic tweets, and community management in which the two accounts interacted with one another to drive tune-in.

Results

Through robust community management and social listening, our team was able to tailor engaging content to existing conversations which led to STAR becoming the second most popular television show among the AA audience across all networks. These efforts resulted in  follower count growth by 75% on Facebook, 65.8% on Twitter, and 95% on Instagram! Thanks to our heavily active live tweet strategy, we were able to land in top trends throughout every single episode. Our strategy of tapping into our extremely active fan base, utilizing key plot points, and producing highly engaging content consistently drove a large number of our audience to tune in to every episode of STAR.