INSTAGRAM: SOCIAL CREATIVE
INFLUENCER CAMPAIGN & PARTNERSHIPS
After a year+ long hiatus between seasons 2 & 3, plus lost viewers to the Netflix binge, NBC needed to re-engage audiences to return for its new season. We launched a creative campaign across Instagram, partnering with show talent plus 4 influencers who were fans of the show & represented a specific audience.
Phase 01 | STRATEGY
Collaborating with Brand & Social, my Creative team and I worked to strategize the best platform to target, which INFLUENCERS could speak to the GOOD GIRLS audience and which content would play best to build intent & create action.
Phase 02 | PRODUCTION
I built a script flow & line of questions to lead the team through discussion, then we designed & created a "warehouse loft" living space for the cocktail chat, gathered our INFLUENCERS & set to filming.
Phase 03 | CONTENT
Our top influencer, MEGAN THEE STALLION, was also set to guest star as Onyx, a stripper in Stan's nightclub. We worked closely with her and her Social team to capture moments on set and post IRL to tease the episode and the INFLUENCER DIGITAL SERIES.
We knew that the GOOD GIRLS audience responded to the dark comedy, snarky tone & snappy dialogue, on-set chemistry, and potential spoilers. We looked to give them that and a whole lot more to build excitement for tune-in of the season 3 premiere.