In order to position Station Eleven as a potential cult classic and beloved humanistic tale while spotlighting the show’s unique perspective, DMM created a social media campaign that strived to be elevated, stylistic, and reflective of HBO’s notorious brand of providing premium content. The show focused on the importance of art, culture, and humanity, and DMM highlighted this through aesthetically-minded creatives that wove together plots and illustrated character journeys. DMM also cultivated a deep, mysterious, yet caring community management strategy that did not downplay the series’ events, but provoked productive conversation and celebrated culture, unique relationships, poetry, and Shakespeare – an integral presence throughout the series.
DMM also set to amplify the reach of the cast, who weren’t as active on social media before the campaign, and highlight their lauded performances on both the show’s channels and their own. In addition, DMM brought a wide array of influencers into the fold to promote both the TV show and the novel that inspired it. The team executed two unique campaigns, a Cultural Analysis YouTube activation to position the series as an elevated piece of artwork with an emphasis on culture, and a Bookfluencer activation to promote the newly skinned hardcopy of the novel on TikTok and Instagram.