Using Family Influencers to Drive TV Views for Strawberry Shortcake
| K | views in the first month |
| K | impressions on influencer content |
Strawberry Shortcake, an American children’s show, was releasing a Halloween Special on Netflix on October 2nd. They wanted us to help them build awareness around the upcoming special and to drive viewers to watch.
The Brief
The goal for Strawberry Shortcake was to raise awareness around the special and ultimately drive audiences to Netflix to watch the programme.
The Plan
Working with a tight budget we enlisted 4 family micro-influencers based in the US to create two waves of family fun Halloween themed content on Instagram. The first piece of content dropped on the day the special launched with the second dropping two weeks after the special was released in order to reengage audiences closer to Halloween when we knew our target audience would be actively looking for something to watch with their kids.
Spotlight Campaigns
Based on the size of the Influencers used, our estimated KPI was 500k impressions and we exceeded that by 350k – with the special hitting almost 1 million streams in the first month of viewing!
THE RESULTS
850k Impressions on content
943k special views in month one
7% Engagement Rate