Overview
Amazon Prime Video partnered with DMM on an edgy social creative and topical community management campaign to draw in a new audience for the Anna Paquin-led celebrity PR drama.
Flack – Season 1
Introducing the juicy dramedy Flack as a highly bingeable series to a new, pop-culture obsessed audience.
Objectives
The news cycle moves fast, so we focused our social campaign exclusively on Twitter in order to keep up with the constantly evolving celebrity news and trending topics. Our community management focused on talking with celebrity culture obsessed fans while offering our PR angle on the trending news of the day to garner engagements. We put our leading lady Anna Paquin at the forefront of our social activations and creative campaign to draw in her longtime fanbase, who were excited to see her helming another series. We also celebrated the powerful, witty female characters and their take-no-prisoners attitudes through animated quote videos, lifestyle memes and innovative custom graphics for Twitter. At launch, we enlisted a celebrity who is no stranger to scandals, Chelsea Handler, for a fun activation that introduced the show to her fanbase with a cheeky, hilarious Twitter exchange between herself, Anna Paquin and the Flack handle.
Results
We earned 1.1M organic impressions on Twitter over a one month period following the launch. We also garnered over 25K engagements through our innovative and reactive community management. The native Flack Twitter handle accounted for the highest percentage of impressions across Amazon Prime Video owned socials.
1.1M
organic impressions during 1 month launch period
25K
organic engagements on Twitter