Overview
FOX partnered with Digital Media Management (DMM) on an influencer campaign to drive awareness and tune in to the new procedural drama, Alert.
FOX TV Alert Influencer Campaign
314 creators posted a branded video to IG Reels for a flurry of social posts to promote Fox’s Alert
Strategy
The DMM team vetted over 1,000 Instagram accounts to identify influencers whose following aligned with the target audience of Alert. In order for influencers to participate, they had to have at least 30% of their followers in the 25 – 44 age bracket, and at least 10% of their followers located in the specific target cities of Atlanta, Baltimore, Cleveland, Dallas, Detroit, Houston, LA, NYC, Philadelphia, Phoenix, Portland, and St. Louis. 314 creators (10K – 4M followers) served as paid influencers to promote the activation through reposting Fox’s provided creative assets via IG Reels on January 9th, from 9am – 10am PT.
Results
The 314 influencers, with a combined social reach of 31M+ followers, posted 345 pieces of combined contracted and added value content resulting in 2.1M+ impressions, 94.4K engagements and a 4.4% engagement rate.
The Tinder Blog (@TheTinderBlog)
ad: 🚨ALERT🚨 I cannot wait to watch the new show Alert: Missing Persons Unit TONIGHT at 9/8c on @FOXTV! #AlertOnFOX
2.1M
Impressions
94.4K
Engagements
4.4%
Engagement Rate