From Season 1, we knew that positive sentiment surrounded the three main characters (played by Jude Demorest, Ryan Destiny, and Brittany O’Grady) and their journey, so our team strategized around balancing their story along with introducing guest stars, such as Patti LaBelle, Brandy, Keke Palmer, Quavo, and Lala. Newcomers to the show like Evan Ross, Luke James, Lance Gross, and Michael Michele were also welcomed into the STAR family.
To do this, DMM utilized each platform’s features to their fullest potential, including creating GIPHY stickers, Tap to Reveal Instagram Stories, polls, threads, and tapped into cultural zeitgeist trends and moments. Knowing that music was such an integral part of the show, we created dynamic Instagram Stories incorporating the new Spotify share feature that allowed fans to find their favorite songs before and after the episodes aired.
Leveraging the drama, humor, and heart of STAR, our most popular social initiatives were our #WomenOfWednesday activations and live tweet nights for both East and West Coast broadcasts. Our #WomenOfWednesday initiative highlighted the strong female figures in both STAR and Empire through Snapchat takeovers, organic tweets, and community management in which the two accounts interacted with one another to drive tune-in.