Overview
HBO partnered with Digital Media Management to activate crime and thriller-loving influencers to drive excitement, buzz, and tune-in for the limited series, The Undoing.
HBO’s The Undoing Influencer Campaign
Highlighting the unpredictable and captivating episodes of the binge worthy series, The Undoing.
Strategy
DMM executed the influencer campaign through five different activations: an ambassador program, early screeners, a premiere party, a partnership with podcaster Olivia Perez, and show-themed mailers. Each activation celebrated a different aspect of the show, driving awareness and encouraging tune-in.
Ambassadors posted content throughout the season, from premiere day to the finale, engaging with their audiences along the way. Select entertainment influencers received an exclusive sneak-peek screener to watch before and build excitement for the premiere. Premiere party influencers (including a mixologist, chef, DIY guru, photographer and fashionista) showed how to create an at-home red carpet experience. Cast member Noma Dumezweni guest-starred on Olivia Perez’s Friend of a Friend podcast and chatted about her role, personal life, and career.
To further eventize the series premiere, HBO partnered with our Creator Lab team to strategically select influencers to receive a thematic mailer to promote the show on an earned basis. In total, 26 creators posted content resulting in 4.2M impressions across Instagram, Twitter, and YouTube.
Results
16 paid influencers and 10 earned creators posted a total of 165 pieces of content across Instagram, Facebook, Twitter, and YouTube.
Content resulted in 4.2M impressions and 135K engagements.
Featured content: @christilukasiak, @prettylittlefawn, @stovetopkisses, @themellionairehouse, @chrishan, @brittanylouisepics
4.2M
Impressions
135K
Engagements
165
Pieces of Content