Freeform’s The Come Up Influencer Campaign

Strategy

DMM identified 11 micro to top-tier influencers (195K – 15.3M followers) to serve as paid creators to promote the series through the Welcome to the City, Affirming the Come Up, and Voguing in NYC video concepts with original content on TikTok and IG Reels.

In addition to managing the paid creator activations, DMM identified relevant recipients for a VIP mailer to help promote the series through unpaid posts. We pulled a list of nearly 100 influencers, 51 of whom were selected to receive the mailer.

Results

The 11 influencers, with a combined social reach of 33M+ followers, posted 15 pieces of contracted and added value content resulting in 1M+ organic views (impressions), 66.7K+ engagements, and a 6.5% engagement rate.

Upon early evaluation of the organic performance, DMM allocated $5K to run a paid media campaign on TikTok from participating influencers at no additional cost to FF. A total of 3 pieces of content were boosted from the creators’ TikTok channels resulting in an additional 1.9M+ impressions and an effective CPM of $2.04.

12 influencers posted 24 pieces of earned content as a result of the VIP mailer gifting.