Overview
USA Network partnered with Digital Media Management to build awareness of and excitement for the premiere of its new series Pearson.
Pearson
Strategy
DMM identified three popular influencers who were fans of a strong female empowerment series and had a background in the entertainment and lifestyle spaces to participate in the campaign as Pearson Ambassadors. In this role, the influencers captured branded content at the Talent Panel + Screening at the 2019 Essence Fest in New Orleans. They posted Stories to their Instagram channels leading up to the event, as well as during the live event, while also banking a portion of their content to be posted on the actual premiere date and beyond to generate continuous enthusiasm for and awareness of the show.
Results
In total, the campaign generated nearly 1.2M brand impressions. Their collective posts garnered 29.7K engagements, with substantial positive brand sentiment and enthusiasm around the premiere of Pearson. Influencers authentically/creatively captured their experience onsite, engaged well with their followers, and helped answer/educate fans on all things Pearson.
Fangirling behind these GOOORGEOUS Queens and stars of @pearson_usa! So inspiring to see all the diversity in front of and behind the camera on this show…we need more shows like this! Make sure you guys tune in tonight at 10/9c on @usa_network for the series premiere…I got to see the first episode and it’s gonna be gooood! #pearson #ad
Jasmine Crockett (@jasminecrockett)
After seeing the screening of the new show @pearson_usa, I’m already loving how strong Jessica Pearson is in the show and it reminds me to also keep pushing in every life obstacle. If you’re looking to see a woman taking charge and making her own lane definitely catch the new show @pearson_usa when it debuts tonight at 10/9c on @usa_network . Swipe through for some bts from the screening. #ad #pearson
Jasmine Crockett (@jasminecrockett)
Who loves a good power suit? I know I do and not only power suits but power women like Jessica Pearson who’s the star of the new show @pearson_usa on @usa_network. Jessica is known to not only dress the part but she acts the part. Always making things happen. Did you catch the first two episodes? This season is definitely going to be a whirlwind. Tune in tonight for episode 3! You don’t want to miss what she does next! #ad #pearson
Where my “Suits” fans at?! If you’re were tuned in like me then you know Jessica Pearson was THAT WOMAN on the show! A strong black female lead- not only was she the managing partner at a male dominated law firm but also well revered AND she had a bad ass wardrobe to match. Well now she’s getting her own show- PEARSON!!!! {ad}
Don’t we love a spin off?
During Essence Fest, I got the opp to meet Gina Torres, who plays Pearson, and is also an Executive Producer on the series 🙌🏾. STRONG BLACK WOMEN STAND UP
There was a panel discussion with the cast of badass women and a preview of the first episode which did not disappoint!
I’m so here for strong black female leads bossed up on screen and behind the camera. Appointment TV, indeed. Tune in to @Pearson_USA which premieres tonight on @USA_Network 10/9c!
#Pearson #SuitsFansUnite #MustWatchTV
1.2M
Brand Impressions
29.7K
Engagements