HBO partnered with Digital Media Management (DMM) for a social media marketing campaign to promote the Emmy-award winning series Succession’s final season. DMM aimed to prepare Succession fans to celebrate — and say goodbye to — the prestige drama by continuing our established social media strategy of intentional storytelling to highlight the series’ mastery of television. By staying in-the-know, refining our curated voice and tone, leveraging social listening, and highlighting the title’s artistry via bespoke creatives, we sparked social conversation around the series. We guided fans as they experienced each twist and turn – and every crucial move on the chessboard – that led to the series’ explosive final moments. In total, the Succession accounts garnered over 8.8M total engagements, nearly doubling the prior’s season’s campaign.