HBO’s The Undoing | Season 1

OBJECTIVES

HBO partnered with DMM to unfurl a social campaign for The Undoing that aimed to create an extension of the viewing experience by encouraging fan discussions and highlighting the superstar cast, all while maintaining a spoiler-free environment to help drive weekly tune in.

To maximize campaign exposure, we oversaw the creation and distribution of talent-led videos, Instagram Lives, and activations with both HBO brand and talent channels. We activated influencers during the series’ key moments to drive awareness, and shaped the tone of The Undoing’s social channels via bespoke creative and a distinct social voice. DMM extended the fan experience by inviting them to share their theories in the series’ official Facebook group, and to sign up to receive exclusive content via a custom texting activation. We eventized the series finale via a Live co-viewing experience that tested fans knowledge with interactive games, and coordinated a Live conversation with talent to end the evening, which led to the network earning its highest ratings since the Big Little Lies series finale.

DMM cultivated numerous entryways for fan involvement by anticipating buzzy moments and a reactive post-finale strategy that kept The Undoing active in the cultural conversation.

RESULTS

The Undoing’s social campaign elicited over 70K total followers, 17M video views, and over 3M total interactions across social, aiding the series in becoming the No. 1 most social premium cable drama series year-to-date, the No. 2 most social new series across all TV year-to-date, and the No. 1 most social new scripted series across all TV year-to-date per Nielsen Social Reporting.

Our talent-led strategy, accessible storytelling, and responsive concepts sparked a high volume of social conversation and successfully made fans question what they believed.