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Pen15 on Hulu
S1 Social Campaign
For those who were teens during the 2000s, it was a time of AIM away messages, Spice Girls, and entirely too much Gap “Dream.” This nostalgia was our campaign superpower.
Homework: Bring the Hulu Original PEN15 to life on Instagram and Twitter using a unique social voice and community management tactics.
Extra Credit: Drive viewership to a new half-hour comedy series and cultivate an engaged community that lasts beyond binge.
Grade:
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Followers: 47K in 90 days (TW +IG)
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Impressions: 25M Impressions 90 days (TW +IG)
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2.4M Video Views in 90 days (IG)
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Some posts reach 4x the follower count (IG)
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Spotify Playlist: 2.8K Followers
Recognition: 12th Annual Shorty Award Finalist
Social Snapshot
Our voice matched the tone of the show - two young, melodramatic, hopelessly awkward teen girls in the year 2000, trying to navigate the harsh realities of middle school. Emoticons and 90s slang galore!
COMMUNITY MANAGEMENT
IG STORIES
Since the show hearkens back to such a universally embarrassing / complicated time, we wanted fans to feel like they were having conversations with their middle school selves through our exchanges on social.
Tons of celebs joined in on the PEN15 hype, to which we engaged with our unique social presence -- making obscure references and honing in on our early 2000s lingo.
