Overview
HBO Max joined forces with DMM to construct and execute a supportive influencer campaign driving awareness and increasing excitement for the premiere of the classic hit show Gossip Girl.
HBO Max Gossip Girl Influencer Campaign
Create colossal hype and excitement around the Gossip Girl Reboot Premiere on HBO Max, with a particular focus on Gossip Girl fans with an interest in design, fashion, and beauty.
Strategy
DMM executed a multi-faceted influencer campaign for the premiere of HBO Max’s Gossip Girl inclusive of; 6 ambassadors engaging in various forms of unique content, 5 paid influencers to attend the exclusive premiere screening party and fashion show, and secured fashion influencer Ashley aka BestDressed to interview the designers behind MONSE that premiered at the screening party and on the billboards of Times Square. The paid influencers posted various combinations of 46 deliverables to promote the show, including; Instagram static posts, IG stories, timeline posts, and TikTok videos.
Results
In total, 10 paid influencers posted 46 deliverables overall, resulting in 4.9M impressions, 608K engagements, 12.4% engagement rate, and 52K video views. An additional 2.3M impressions and 223K engagements (5.9K of which link clicks) were tracked from an additional 447 added-value content and earned posts.
Aissata Diallo (@aissatatdiallo)
Last night at the @xoxogossipgirl premiere screening event + fashion show #GossipGirlHere #gossipgirl
Brandi Marie (@lovebrandimarie)
#ad Have you watched the #gossipgirl premiere yet? Find out which of NY’s elite will outshine on @hbomax #xoxopremiere@xoxogossipgirl #GossipGirlHere
Today I’ll be your one and only source for the scandalous lives of Manhattan’s elite. 🍸🗽💃🏼More than excited to be attending the premiere of @gossipgirl with @hbomax tonight. Stay tuned on stories! #gossipgirl #xoxopremiere #ad
4.9M
Impressions
608K
Engagements
12.4%
Engagement Rate