With the goal to win over new and existing fans, we executed two unique influencer partnerships with Mike’s Mic, the OG PLL superfan and TV/film commentator, and Deux Moi, the pop culture and celebrity gossip account, through strategic content across Instagram, TikTok and YouTube leading up to premiere and in-season. We engaged MIke’s Mic to create a YouTube video recapping episodes 1-7 of PLL: Original Sin in his standard “Unhinged” format that landed on YouTube’s trending page, peaking at #23. We also invited the PLL superfan to the Bloody Red Carpet even in Los Angeles, CA to co-host a TikTok Live on HBO Max with the 5 new liars and take viewers on a Warner Brother Studio tour of the original PLL sets, recapping the experience overall on his TikTok.
Deux Moi was integrated into the Bloody Red Carpet event by hosting an event attendance sweepstakes among their audience, in which experienced media host and red carpet interviewer Manny Sanchez was selected to attend the event and interview the star-studded cast and attendees on the red carpet while promoting the experience through IGS re-shares to Deux Moi. Bringing in Deux Moi once again, we partnered on an IGS gamification series using the Q&A feature ahead of the PLL: Original Sin premiere to excite fans and drive tune-in. In addition to partnerships with Mike’s Mic and Deux Moi, DMM invited pop culture/social brand and fan accounts to attend the Bloody Red Carpet event.
To top it all off, DMM also created an in-world experience for fans to boost viewership and help drive show engagement in a whole new way. We executed this by creating an exclusive Community phone number, where fans could text for interactive experiences and exclusive show details. With Community being a new channel, we leveraged the Pretty Little Liars and talent social channels to promote the Community number to fans and increase our subscriber count. We stayed true to the exclusive nature of the channel by being the only place for fans to receive content such as first looks and behind-the-scenes videos captured by the embed team. We also gave fans the opportunity to take part in talent Q&As where fans received direct video responses to their questions. We leveraged Community’s unique features like response clustering to respond to fans during the talent Q&As and building interest-based Communities to segment fans by their favorite cast members or what they were most excited to hear about.