Overview
Digital Media Management (DMM) partnered with FOX on an influencer campaign to drive awareness of and tune in to the Season 9 premiere of The Masked Singer.
FOX TV The Masked Singer Season 9 Premiere Influencer Campaign
Creators produced BTS content to drive awareness to The Masked Singer Season 9 Premiere
Strategy
DMM identified and secured 7 LA-based lifestyle/entertainment content creators to attend a live taping of TMS and produce BTS content for TikTok and/or IG Reels.
Results
The 7 creators, with a combined social reach of 20M+ followers, posted 8 pieces of contracted content, resulting in 780K+ organic impressions, 71.5K+ organic engagements, and a 9.2% organic engagement rate.
For further reach and exposure, DMM executed a $2K paid campaign to boost the 7 TikTok posts among the target audience leading up to the episode 2 premiere date. Receiving an efficient $2.24 CPM, the paid boosting campaign drove an additional 851.3K paid impressions and 2.2K+ paid engagements.
Overall, the combined campaign metrics resulted in 13 pieces of content, 1.6M+ impressions, and 74K engagements.
HopTune into the Season 9 Premiere of #TheMaskedSinger on @Foxtv Wednesday at 8//7c, stream next day Hulu. @maskedsingerfox @realityclubfox #FOXpartner
This was such an epic day omg. Tune in to the Season 9 Premiere of #TheMaskedSinger on @Foxtv Wednesday at 8//7c, next day Hulu. @maskedsingerfox @realityclubfox #FOXpartner
I didn’t make it to the next round but see who does! Catch Season 9 of #TheMaskedSinger on @Foxtv Wednesday at 8//7c, stream next day on Hulu! @maskedsingerfox @realityclubfox #ad
1.6M+
Combined Impressions
74K
Combined Engagements
9.2%
Organic Engagement Rate