Overview
Freeform partnered with DMM on an influencer campaign to drive awareness and tune in to the annual 31 Nights of Halloween stunt.
Freeform’s 31 Nights of Halloween Influencer Campaign
Celebrating the most spooktacular lineup of 31 Nights of Halloween programming on Freeform with original influencer content and limited edition mailers.
Strategy
DMM leveraged 18 influencers to post video content promoting Freeform’s 31 Nights of Halloween airing all October long. Each influencer was contracted to post one TikTok video or Instagram 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, 50 of which received limited edition themed mailers for added value content.
Results
In total, 18 influencers, with a combined social reach of 18.3M+ followers, posted 54 pieces of combined contracted and added value content resulting in 2.2M+ impressions, 196K engagements, and an impressive 8.8% engagement rate. In addition to managing the paid creator activations, an additional 50 influencers received themed mailers to help promote the 31 Nights of Halloween stunt through earned posts. 18 of the 50 influencers, with a combined social reach of 4.7M, posted a total of 46 pieces of earned content.
Kimberly J Brown (@officalKJB)
@31nightsofhalloween is back on @freeform!! You can watch one of my fave Halloween movies 😏 #Halloweentown on Thursday Oct 6th at 7pm! #31nightsofhalloween #sponsored
LeAnna Vamp (@VAMP)
Let’s get spooky with @31NightsofHalloween on @Freeform Fiends!!! GRWM and make sure to tune into Beetlejuice at 9:25p on October 1st and watch #31NightsofHalloween all October long on Freeform! #sponsored
Vivian Xue (@vivxue)
Never have I ever been more excited to GO ANYWHERE 🥹😭🤭 Catch Hocus Pocus on October 8th at 7:10PM and watch #31NightsofHalloween all October long on @Freeform @31nightsofhalloween
2.2M+
Impressions
196K
Engagements
8.8%
engagement rate