Our platform and creative teams developed a social media campaign that eventized the last chapter of the beloved TV show, based on the book series His Dark Materials by Philip Pullman, to hype up fans for the closing season and offer them closure as the story ends. To build anticipation and feed into fans’ appetites, we strategically shared a variety of custom creative and visually striking imagery to keep their eyes on our account, eventizing each episode drop.
Our bespoke creative assets continued the elevated look and feel from previous seasons’ campaigns, while reflecting the new season’s dark and mature tone. These creatives allowed us to continue the story and characters’ journeys on our social channels between episodes. Fans reliably responded to and engaged with our social media strategy that focused on nostalgia, offered talent-exclusive creatives, and honored how far fan-favorite characters have come since the beginning of their story.
Custom creatives and a matured, but still playful, voice and tone that echoed the characters’ own growth helped us achieve our goals to drive streaming on HBO Max, while providing fans an opportunity to say goodbye to the beloved TV show.