Bravo partnered with Digital Media Management (DMM) to naturally integrate the Below Deck: Sailing Yacht crew within the larger Below Deck franchise by highlighting the humor, drama, and tight bonds forged on the Parsifal III. Our team turned the crew’s rocky yet relatable behavior into shareable social content, producing a variety of stylized creatives catered to the fans.
Our main objective was to introduce Below Deck: Sailing Yacht as the exciting new installment in the Below Deck series. We built customized assets that resonated with the larger Bravo community and created a fresh perspective on the franchise.
As our most engaged platform, Instagram served as our primary hub for catering to fan interests. We led with a talent-centric game plan featuring their personal photos and videos for a more intimate connection with followers. Prior to launch, we utilized Instagram’s AR filter feature so that fans could wear the captain’s hat, which included a paid strategy component. on Instagram and Snapchat.
We leaned heavily into our talent who were always willing to promote the show, and cross-promote with the show’s channels which drew buzz,informed our social calendar and had a positive impact. Captain Glenn, for example, hosted an Instagram Live with Below Deck fan-favorite Captain Sandy to offer relief during the pandemic.
Through our content strategy, we garnered social growth and conversation across the Below Deck handles by highlighting the cast’s dynamic through custom creatives and activations. We tapped into user feedback to develop the show’s highest-performing IGTV videos, which incurred strong engagement and our talent activations, outperformed promotional content in feed by 1.7 times. Below Deck: Sailing Yacht’s social campaign garnered 447K new fans, 38M impressions, 11M video views and 325K IGTV views.
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