truTV: #FunnyCauseItstru Social Clapback

TruTV, an American TV network, used its critics to its advantage by launching its March Madness campaign on social media.

Campaign details

Brand: truTVLead agency: Movement StrategiesRegion: North America

Objectives

Every March, sports fans search for one of 4 networks carrying NCAA Men's Basketball first round tournament games (including truTV), then take to Twitter complaining about truTV's perceived obscurity and irrelevance. This year, the trolls were coming again, so we told them to bring their A game. Our Promoted Trend description threw down the challenge: Wanna troll @truTV for airing college basketball? Try being funnier.

Our brand goal: counter outdated brand perceptions by transforming these conversations.

Target audience

truTV's core targets are Millennial/Gen Z (18-34)....

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