Objectives
DMM was tasked with reigniting fan interest for THE HYPE following Season 1’s success by focusing on the designers’ stories and building a community through engaging videos and a targeted community management strategy.
We kicked off Season 2 by introducing the new designers using static quote graphics that gave fans a taste of the talent they can expect and built momentum ahead of the TV show’s premiere. By sharing the designers’ stories and spotlighting the judges through clips, custom videos, statics, Instagram Stories, and IG lives, we were able to cement THE HYPE as the premiere destination for streetwear.
To tease Season 2, we shared GIFs, behind-the-scenes content, and the “The Drippiest” designer quote cards to reignite the fanbase ahead of premiere. Additionally, we focused our initial rollout on the designers’ background, as seen in the “Glow Up” stylized Reels series, which ensured that fans had a deeper understanding of what the designers represented and their unique approach to streetwear.
Following the show’s premiere, we shifted our content strategy to focus on taking fans deeper into the design competition. From our clipping strategy that showcased the most memorable moments of the season to our interactive Instagram Stories, fans were placed at the center of the action. In order to give our viewers a better understanding of streetwear, we created lo-fi BTS Reels and videos that featured the cosigners, designers, and guest judges. We also brought the art of streetwear to fans with our “Looks of the Week” carousels that featured the winners, episode quotes, and each winning look. To grow our community, we engaged with popular brands and streetwear content creators week after week. This increased our reach and follower count and brought attention to the show.
