SHOWTIME: Yellowjackets builds a social hit

Cable television channel SHOWTIME ran a social media campaign to drive awareness, buzz and word of mouth for its new drama series, Yellowjackets.

Campaign details

Brand: SHOWTIMEAgency: Movement StrategyRegion: North America

Campaign video

Strategy

Objective

Premiering Nov 2021, Yellowjackets is part survival epic, psychological horror story, and coming-of-age drama. Set in mid-90s and its present day aftermaths, Yellowjackets features dual ensembles of relatable Gen Z and Gen X Women. The challenge: break through peak TV clutter from hundreds of competing titles and recruit cross-generational audiences to Yellowjackets. Tying together the original premise, 90s nostalgia, multigenerational cast and unique voices, week-to-week social listening, original content, and community strategies targeted Gen Z, Millennial and Gen Y women. Social engagement grew...

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