Amazon Prime Video*
Text Message Social Campaign
Text Message Social Campaign
2023
Role ︎ Graphic Designer
Agency ︎Laundry Service 247
Awards ︎ Webby 2022
The Wilds - Season 2
Role ︎ Graphic Designer
Agency ︎Laundry Service 247
Awards ︎ Webby 2022
Problem
It was concluded that expanding and diversifying the show's audience was crucial, achieved through a campaign that sparked conversation among viewers while gradually revealing the show's conspiracy.
Objective
Engage the audience in the sense of intrigue that made the first season so popular, encouraging them to explore and answer their pressing questions. A social media strategy, paired with a unique text activation, was crafted to attract a broader young adult thriller audience while maintaining the interest of our dedicated Season 1 fans. Through text messages, we transformed our audience into investigators, allowing them to gather information directly from the show's main antagonist.
It was concluded that expanding and diversifying the show's audience was crucial, achieved through a campaign that sparked conversation among viewers while gradually revealing the show's conspiracy.
Objective
Engage the audience in the sense of intrigue that made the first season so popular, encouraging them to explore and answer their pressing questions. A social media strategy, paired with a unique text activation, was crafted to attract a broader young adult thriller audience while maintaining the interest of our dedicated Season 1 fans. Through text messages, we transformed our audience into investigators, allowing them to gather information directly from the show's main antagonist.
Results
By implementing a campaign that was both creatively engaging and highly personalized, "The Wilds: Welcome to The Grand Social Experiment" successfully kept audiences captivated and eager for more. According to a representative from Community, the campaign achieved some of the highest engagement rates ever seen on the platform, generating over 6 million organic impressions, a click-through rate exceeding 60% (compared to a 19.5% benchmark), and 13,000 retweets of the official trailer within just four hours.
We utilized all of Community's unique features, such as content segmentation based on viewers' past experiences and favorite characters, to provide fans with content tailored to their interests, which in turn ignited further discussions on social media.
Supporting campaign materials, like our flyers featuring a phone number (US/Canada) or a QR code for following along on Reddit (International), reached fans worldwide without any paid promotion. Superfans were encouraged to print and distribute the flyers in their local areas, helping to spread the word. The QR code was scanned globally in countries including the US, UK, Brazil, Germany, France, Spain, Italy, Canada, Czechia, Philippines, Mexico, Chile, Saudi Arabia, Argentina, Portugal, Sweden, Australia, Austria, Belgium, Bulgaria, Greece, Ireland, Netherlands, and Peru. Across six social media posts on @TheWildsOnPrime's Instagram and Twitter, the campaign collectively garnered 329,000 impressions and 15,500 engagements.
By maintaining the fan-exclusive nature of Community, the campaign was the first source for fans to access behind-the-scenes footage and exclusive content, keeping them highly engaged and prompting them to share this material within their communities throughout the campaign and beyond—marking a true success.
https://247laundryservice.com/case-study/amazon-prime-video-the-wilds-season-two/
