We were tasked with creating an evolved campaign strategy for Succession S3, that set NOW apart from other broadcasters. With several other brands advertising the same title, the challenge was for NOW to lead in it’s own lane across conversations in this saturated space. To do this, we focused on using engaging creative to unpack the dysfunctional family narrative, driving awareness that aided talkability through quality content.
The goal was to create a campaign on social that had a clear hook to stand out from the noise. We did a deep dive into what makes Succession truly great - the dark humour, the put-downs, the backstabs, lying & two-faced tactics that happen between a family who seem like they have it all - but really they do not. For this campaign, we put emphasis on The Roy’s loathsome, self-centred cast to encompass the extremely dysfunctional family who can be hard to like, but are still very very watchable.
Conversational assets racked up nearly 300k in engagements with over 80 million impressions across awareness & talkability-led content. The campaign utilised a range of formats across all platforms. The twitter approach was fan-first, focusing on driving conversation & engaging the community, which played out in the results, making up two thirds of the engagement across the campaign.
Instagram trailed newer features at the time, such as reels, to drive reach, focusing on popular talent. Facebook drove the 11.2 million video views, drawing users in with bespoke assets such as ‘Meet The Roys’ & ‘Family Roast’ displaying the family dysfunction that’s extremely enthralling to watch.