Overview
Freeform partnered with DMM on an influencer campaign to drive awareness and tune in to the annual 25 Days of Christmas programming event.
Freeform’s 25 Days of Christmas Influencer Campaign
It’s the most wonderful time of year! Celebrating 25 Days of Christmas programming on Freeform with original influencer content and limited edition movie-inspired mailers.
Strategy
DMM leveraged 14 influencers to post video content promoting Freeform’s 25 Days of Christmas stunt. Each influencer was contracted to post one Instagram Reel and/ or Facebook Reel for their assigned movie title, promoting its respective tune-in time in their own unique ways. In addition to the paid activation, DMM identified an additional 100 relevant influencers, 38 of which received one of three different branded mailers highlighting either Dr. Seuss’ The Grinch, Home Alone, or The Santa Clauses. The mailers included limited-edition products like the Lego Home Alone House, resulting in substantial earned content and organic love for Freeform.
Results
In total, 14 influencers, with a combined social following of 17.5M followers, posted 57 pieces of combined contracted and added value content resulting in 6.2M+ impressions *, 225K engagements, and a 3.6% engagement rate. In addition to managing the paid creator activations, an additional 38 influencers received themed mailers to help promote the 25 Days of Christmas activation through earned posts. 14 of the 38 influencers, with a combined social reach of 3.7M, posted a total of 49 pieces of earned content.
Witney Carson McAllister (@witneycarson)
There’s nothing like getting into the holiday spirit than watching Christmas movies and making cookies with my boy! This is the first year Leo is learning about Santa Claus and it is so magical! 🥹✨
Make sure to tune into The Santa Clause Dec 3rd at 12:30 PM ET and watch @25days of Christmas December 1 – 25 on @freeform What’s your favorite Christmas tradition with your kids? #25daysofchristmas #sponsored
Ashley Iaconetti (@ashley_iaconetti)
Dawson Haibon is Home Alone! Inspired by Kevin McAlister, he plants ingenious traps to take down some wannabe Wet Bandits.
Tune in to @25Days of Christmas to see the original cast tomorrow 12/18 at 6:45PM and watch #25DaysofChristmas only on @Freeform! #sponsored
Kayla Sullivan (@kaylamariesully)
I can confirm the @25days of Christmas song is a bop! Tune in to the Santa Clause marathon Dec 11th at 4:45pm on @freeform #25DaysofChristmas #sponsored
6.2M
Impressions
225K
engagements
3.6%
Engagement Rate