City

Fake family, real social media campaign.

We created a millennial driven social media campaign for CityTV’s hit show Meet The Family. After a strong first season, Meet The Family was ready to air season two and wanted to launch an edgy awareness campaign that caught the attention of teenagers across Canada.

Client

CityTV

Deliverables

Social Strategy, Content Production, Community Management, Social Ads, Analytics

Project

Social Media Campaign

Background

In early 2015 CityTV was working on launching Season 2 of Meet The Family. Meet The Family is a hidden camera comedy show that turns meeting your partner’s family into a test of resolve and commitment. Each week, multiple hidden cameras record every move as a couple enters a family home filled with actors ready to make the encounter as uncomfortable and unforgettable as possible. In preparation for launch, we a launched a national social media and digital campaign targeted at millennials.

Challenge

Meet the Family is a hidden-camera comedy show that turns meeting your partner’s family into a test of resolve and commitment. Each week, multiple hidden cameras record every move as the couple enters a “family home” filled with actors ready to make the encounter as uncomfortable and unforgettable as possible. After the success of Season 1, CityTV wanted to carry the show into its second season with a social media campaign specifically targeted at millennials. Think millennial, think short attention spans—think short attention spans, think social media—think social media, think Dash.

Platforms

We executed content and social ads across Vine, Twitter, Facebook, and YouTube.

Social Campaign

We created a branded content series and paired it with paid media to capture the attention of our audience.

By aligning the comedic elements of the show with pop culture references, we seeded micro-content across all social channels and kept our audience engaged. To keep engagement at an all-time high, a community management effort was in place seven days a week to ensure that each viewer who commented, mentioned, or engaged with the show online received an immediate response.

24/7 Always On

Our content was distributed in real-time in accordance with events that happened during each episode.

Proactive Community Management

As part of our social campaign, we ran a proactive community management strategy that sought out individuals on Twitter who had recently tweeted about how they were looking for a new TV show to watch, or if they simply tweeted that they were bored and didn’t have anything to do—we then started a conversation telling them about Meet The Family. We hosted over a thousand of these conversations that turned tweeters across Canada into watchers.

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