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Season 2 of The Marvelous Mrs. Maisel

Overview

Amazon Prime Video tasked DMM, a digital and social media agency that specializes in the entertainment industry, with amplifying awards season buzz and developing a fan-first social media marketing strategy that built on the The Marvelous Mrs. Maisel's breakout Season 1 success.

Objectives

DMM was tasked with boosting awareness of Mrs. Maisel's 2018 FYC campaign through on-site social media content captures, producing eye-catching social creatives, executing social giveaways, and using community management to empower the series's most vocal audiences. Heading into the highly-anticipated encore season, our team drew from key Season 1 learnings to inform production on an expansive slate of new social media creatives that we knew would resonate with consumers. Our creative rollout was complimented by our carefully crafted Midge Maisel-inspired voice used in our social copywriting and highly-personalized engagements.

Results

Mrs. Maisel's social media channels all experienced rapid growth throughout the campaign — especially Instagram, which more than doubled its number of followers. Organic social media chatter for Maisel reached a new high heading into the 2018 Emmys where the show became the first streaming comedy series to take home the top prize. DMM provided fans with an exclusive window into the historic night by providing live red carpet coverage, celebrating wins, and amplifying consumer/talent engagements. We sustained this momentum over the next three months by publishing 100+ custom social creatives across Facebook, Twitter, Instagram and Pinterest. On launch weekend in December, we built a community management war room where we engaged 1-on-1 with hundreds of consumers and celebrity influencers.