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.