Facilitating a series of engaging social initiatives that captivated fans and launched the show's newcomers into stardom
DMM was thrilled to partner with FOX on their newest hit STAR, from Empire co-creator Lee Daniels. STAR entered the mid-season with much anticipation stemming from the fanbases of its biggest STARs, including Queen Latifah, Lenny Kravitz, Tyrese and Naomi Campbell. DMM helped facilitate FOX's overall marketing strategy of "Music. Sacrifice. Destiny." with a series of engaging social initiatives that captivated fans and launched the show's newcomers into stardom.
DMM was in a unique position of working with FOX on the STAR set in Atlanta. The goal of our embedded social producer was to help capture content for both show and talent socials, build a solid foundation with the core cast and execute buzz-worthy talent activations to help elevate the show in social conversation.
From #MusicMondays to high-level content sharables, it was our job to help spread the themes of STAR to its fast-growing audience while connecting with users through relatable content and powerful messaging.
The relationship built by our embedded social producer helped lead to exclusive behind-the-scenes content that never would have been captured without this on-set presence. Under our producer’s guidance, the campaign generated over 25 Instagram/Snapchat takeovers, 7 Facebook Live streams and over 500 exclusive on-set images to be used on both talent and show socials.
This synergy made for an exciting social campaign that resulted in STAR being the #2 most active show on air during this period! From live tweet night executions to talent activations, STAR socials saw a tremendous 67% jump in overall social activity during our tenure and 122 million total engagements!
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