Overview
HBO Max partnered with DMM to construct and execute a supportive influencer campaign driving awareness and increasing Gen Z target audience viewership for Friends Reunion Special.
HBO Max’s Friends Reunion Special Influencer Campaign
Catching the nostalgic eyes of millions to watch HBO Max’s Friends Reunion Special with the help of micro and macro influencers.
Strategy
DMM utilized 16 micro and macro influencers to post various forms of unique content promoting the upcoming Friends Reunion while attending one event in LA and one virtual event. DMM used custom Friends mailers, supportive in house content, and live influencer coverage to encourage targeted Gen Z audience to watch the show. To maintain viewership during the reunion special, DMM acquired 37 additional non-paid influencers to participate and attend the virtual event. In result, creating RSVP’s of 200+ guests that brought organic coverage to Friends. The paid influencers posted a combined variety of 75 paid deliverables to promote the show, including; Instagram static posts, IG stories, reels, and Tik Tok’s. The non-paid influencers guests invited to the events added an extra 195 content deliverables to the campaign.
Results
In total, 16 paid influencers posted 75 deliverables overall, resulting in 3.7M organic impressions, 360K engagements, 9.5% engagement rate, and 952K video views. 3.9M impressions and 426K engagements were tracked from an additional 195 added-value and/or earned posts.
Markell Washington (@markellwashington)
You’ve been waiting for it! The #FriendsReunion is finally here! Thank you @hbomax and @hbomaxpop for allowing me to co-host this epic event alongside @lovebrandimarie and @maddieziegler. It was so much fun and I enjoyed every second of it , go Check it out now! #ad @Friends #friendsreunionparty
Julian Burzynski (@juliancookies)
I had the most amazing time watching the Friends Reunion last week! If you haven’t watched it yet, check it out now on @hbomax! @hbomaxpop #friendsreunion #friendsreunionparty #friends #Friendstv 📸: @cinespia
Brandi Marie (@lovebrandimarie)
F•R•I•E•N•D•S
Hosting the LIVE #FriendsReunion premiere with @hbomax was an absolute dream I will never forget. The reunion is streaming now! Grab your friends…and tissue #hbopartner
@maddieziegler @markellwashington @friends
3.7M
Impressions
360K
Engagements
9.5%
Engagement Rate