The Summer I Turned Pretty
The Summer I Turned Pretty
Ideation | Scripting | Copywriting | Sentiment Reporting THIS SUMMER WE CREATED A TALENT DRIVEN SOCIAL CAMPAIGN THAT DOMINATED THE INTERNET.
CAMPAIGN PERFORMANCE
527M
Total Impressions
42M
Engagements
2.7M
Followers
The Summer I Turned Pretty fandom was ravenous for new content ahead of season 3. Before the season started, I conducted daily sentiment reports that showed fans were demanding content long before release. This led EPs to choose a long-rollout social campaign that gave fans crumbs about the show and used previous captures to engage the fandom.
From creating custom Key Art support assets to scripting content shoot days, we gave the fans the content they needed to continue building anticipation. When launch began, our work was so loved that we continued through rollout, giving fans weekly teases and recap content to keep the conversation going throughout the show’s entire run.
Overview
Season 3 of The Summer I Turned Pretty took on a slightly older and more elevated visual storytelling experience. To reflect this change, we worked during pre-launch to create assets that were both high quality and social-first.
Since much of the show had to stay top secret, our pre-launch strategy revolved around using BTS capture from off-set key art shoots. I worked to explore the multi-media BTS and pitched concepts to clients based on our existing capture to turn random BTS into thoughtful storytelling. These assets resulted in 10M+ total engagements.
Additionally, we worked with the Prime Video marketing team to turn the trailer release into a pop-culture event. This included thoughtful trailer launch event recaps and highlighting the most talked about trailer reveals.
Pre-LAUNCH
We also had the opportunity to come up with concepts for an out-of-character cast shoot. While the audience liked the characters, they LOVED the actors who brought them to life. Therefore, we had a great opportunity to create trend forward content that got fans excited, without needing to lean on show footage. This shoot also provided the opportunity for us to bank content to be released during launch. These assets were huge performers with our “Summer Re-Entering” trend, gaining 2.1M likes. Not only did we ideate on the concepts, but Saylor edited the assets, allowing me to provide creative direction end-to-end.
We worked to train fans to rally around episode drops during our launch strategy. This was done by creating repeatable formats that dropped at the same time each week, which led fans to anticipate our releases.
We’d start by posting out-of-context quote teasers the night before the episode dropped. Since there were no “next on” teasers, these graphics were the only hints audiences had of the next episode, making them a great spot for fans to gather and hypothesize. These teasers gained 88M total estimated impressions and 6M total impressions.
LAUNCH
We also eventized each episode drop with the cast revealing the episode titles as “watch now” assets. These dropped at midnight and as a reminder to fans that the new content was streaming.
Finally, we created fancam episode recaps that built upon the series’s close connection with music. Ever since the show first launched, fans have obsessed over the show's soundtrack, which we used to our advantage in season 3. The Prime Video team secured licenses for top tracks across the music industry that were used as the backdrop to our episode recaps. The music was such a large part of the strategy that these assets even resulted in collabs with the musician's official pages. From Sienna Spiro to Whitney Houston, we collaborated with artists who made an impact.