#AmericanCrime

Objective

HireInfluence teamed up with Entertainment Weekly to build buzz and ignite conversation around the premiere of ABC’s Emmy-award winning TV drama American Crime.

“We are definitely pleased with the results and looking forward to the final results from the campaign. Thanks so much for your hard work on this!”

Melinda Russell, Entertainment Weekly

8
Influencers

Strategy

To help audiences DISCOVER American Crime organically, our team arranged to have influencers attend the premiere, invite-only screening and participate in a cast meet-and-greet with celebrities such as Timothy Hutton and Regina King.

3
Days

“[The screening event] went great, we
were very happy!”

Alesandra Ajlouni, Entertainment Weekly

Influencer Curation

Our team hand-selected, vetted and activated a group of eight male and female influencers from New York City who were within the 25 – 45 age demographic. The group contained a mixture of two high-impact bloggers and six mid-tier Twitter stars. In 2015, Twitter dominated the scene for movies, live TV reactions and reviews, thus we placed heavy focus on a dominating presence in that channel as a requirement for the campaign. We targeted influencers with a history of engaging their audience on the topics of entertainment and media.

6.8M
Reach

Campaign Execution

To kick-start buzz, the influencers posted details about their involvement one day prior to the screening event. On the day of attendance, each actively provided updates that highlighted their experience, tweeting a minimum of three times about the premiere, while enjoying the opportunity to be one of the first to view an American Crime episode.

All pre-event and on-site content was syndicated across Twitter and Facebook channels. Within 48 hours of their attendance, bloggers created posts coupling content from ABC and Entertainment Weekly along with their own photos, opinions and thoughts on the American Crime sneak peek. The blogs provided a natural, organic way for audiences to discover the new show and continue the discussion over social media throughout the remainder of the season.

During the 3-day campaign, the influencers generated a wealth of excitement and buzz for the upcoming show and reached an audience of over 6.8 million. Their combined shares exceeded all other coverage of that event, as well as similar events in the following weeks, and resulted in page 1 exposure on Google search results.

Results

Over the course of the 3 day campaign, the 8 influencers reached 6.8M people and assisted the show in reaching page 1 exposure on Google.

8
Influencers
3
Days
6.8M
Reach
P1
Ranking Google

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