Christmas In Cousins

Ideation | Scripting | Copywriting

Cocoa is Belly’s specialty and transporting fans back to Cousins Beach for the holidays is mine.

CAMPAIGN SUMMARY

It’s officially Christmas in Cousins Beach. Following the end of season 3, show runners wanted to keep the momentum going with The Summer I Turned Pretty holiday rewatch campaign. Due to budget and timing constraints we weren’t able to capture new content with the cast for fans and instead had the exciting challenge of using assets and BTS from the vault to create new and exciting content for fans.

Marketing the start of the gift giving, we gave fans the blooper reel they’d been begging for. I watched through a full string-out of bloopers to script dynamic moments that fans would obsess over while ear-marking deleted scenes to avoid. Fans loved the new exclusive content and we were only starting the festivities.

To help level set expectations, since (despite fan theories) there was no holiday special under this tree, we created a schedule to hint at all the coming reveals. Our goal was to turn this campaign into a spirit week that aimed at generating UGC and fan excitement anchored in BTS content and a giveaway.

We utilized show footage to create engagement drivers. These assets all leaned on show footage but presented in ways that encouraged conversations and re-watching favorite moments. Similarly, we create quote graphics and clip pulls from Christmas Episodes that became shareable assets for fans. Although we couldn’t capture new content with talent, we were able to create some assets from content captured at the S3 Parisian finale event keeping fans fed with new footage of the girls.

The biggest gift we provided fans was a carousel of the images that played in the finale of the show of Belly and Conrad’s first holiday abroad. By giving the HD moments fans were able to make their own content and re-share all around social.

As an additional fun surprise we leaned on the show’s un-official mascot: Junior Mint. Unlike our talent we were able to shoot some content with the favorite stuffed animal to play into the audience's love of the Bonrad symbol.