ABC Bachelor In Paradise Case Study


Reactivating the Bachelor Nation fandom through a customized thumb-stopping creative strategy for paid and organic social for ABC’s eighth season of Bachelor In Paradise.

Overview

ABC partnered with DMM to welcome Bachelor Nation fans back to the beach for the first-ever fall premiere of “Bachelor In Paradise.”

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This season of Bachelor In Paradise cranked up the heat with tons of surprises and new twists that fans have never before experienced in the series. DMM’s creative strategy leaned into the humor, the romance, and of course, the drama, with a playful approach that got the Bachelor Nation fandom engaged on social. Known for being a summertime staple in TV, this campaign helped garner awareness of the series’ new Fall timeslot and got fans excited for one of the spiciest seasons yet. 

We produced a diverse mix of content that consisted of recurring content series like recaps, farewell tributes and video memes, as well as one-off reactionary content. Every week, DMM brainstormed new concepts that leaned into each new episode’s twists and turns, producing interactive and gamified content that the fans couldn’t resist. Our creatives drove tune-in week over week and constantly left audiences thirsty for more. 

RESULTS

DMM created roughly 150 custom creatives from 32 hours of Bachelor In Paradise Episodes, garnering millions of views across platforms.