Got a secret, can you keep it? Pretty Little Liars: Summer School’s talent-driven social media marketing campaign got fans even more excited for their favorite series' second season. By leveraging a socially-active cast, DMM was able to generate hype around major campaign beats.
In collaboration with HBO Max, Digital Media Management launched an engaging and talent-focused social media campaign for Pretty Little Liars: Summer School. Our Platform Management and Talent Services teams showcased the fun personalities of our talent behind the scenes while highlighting the best scares and scenes from the season. Using embed content and collaborations with talent, we activated 7 core cast members.
DMM’s social media content producer was embedded on set with talent during production and banked a variety of social concepts with the cast which was a massive source of the client’s content for the brand channels throughout the campaign. We amplified the social presence of the cast all season long by providing them with comprehensive 360-support that included everything from curated toolkits, tailored trends suggestions, and direct communication with talent and reps.
DMM created and distributed toolkits for the PLL: SS cast and producers beginning with trailers and key art throughout the season into the finale. Each cast member received a custom toolkit weekly, featuring their assets for the upcoming episode. In between weekly toolkits, we sent tailored one-off toolkits to talent who were featured in embed content. We partnered with these cast members to collaborate on exclusive behind-the-scenes videos like a day in the life and set tours. Talent was very socially active which afforded us the opportunity to execute a talent-driven social strategy that spoke to fans in a genuine and authentic way. These collab posts generated fan engagement and maintained excitement throughout the season. In addition zto organizing collaborations and tailor-making toolkits throughout the week, DMM also provided the core cast with custom trend ideation that would help drive conversation online. Included in the Liars weekly toolkits were current trends with examples and instructions on how to use popular sounds, filters, and challenges to keep driving the PLL hype online.
The Talent Services team distributed 117+ toolkits from pre-premiere to the finale, generating over 1K posts from the main cast and guest stars that drove 74.9M+ estimated impressions, 14M+ views, and 3.88M engagements.
Embed content from set alone totaled 756.7K+ views, 40.5K engagements, and 8.78M+ estimated impressions. This cast was extremely enthusiastic about promoting this series on social and we worked diligently to ensure they had exactly what they needed for their channels via custom toolkits and providing consistent white glove service throughout the campaign’s entirety.
Between embed content, 24/7 support, and customized toolkits, the Pretty Little Liars: Summer School campaign increased engagement on both talent and show handles, created buzz and chatter online, and successfully amplified marketing beats throughout the season.
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