Grow audiences for two of its most prolific shows: Manhattan and Salem for WGN America, who sought to diversify viewership, increase awareness among core audiences and also differentiate itself from competitors.
SIA developed a storyline based on the fashion and beauty journey of the characters relating to what Millennials and Gen We viewers look for in entertainment experiences. Leveraged the expertise of the programs’ costume designers, stylists and makeup technicians to share insights behind each character’s persona with media and bloggers. Placed of lookbooks inspired by the show with fashion press. 20 influencers and media were hosted on-set in Louisiana (Salem) and New Mexico (Manhattan) were they had exclusive behind-the-scenes access and participated in an intimate show party; creating numerous opportunities for earned and social media content. To sustain media momentum, SIA negotiated a bespoke radio channel with DASH dedicated to 1940s music. The channel’s only commercials were from the cast previewing and discussing the season premiere of the show.
50+
PERSONALIZED VIDEOS FOR EACH BLOGGER/INFLUENCER
85+
SALEMS
70+
MANHATTAN
70B+
IMPRESSIONS
INFLUENCERS/BLOGGERS AND MEDIA SECURED:
WHO WHAT WEAR, STYLE.COM, MODE.COM, HOLLYWOOD LIFE, LA TIMES FASHION, POPSUGAR, HOLLYSCOOP, STYLEBISTRO, DAILY FRONT ROW, AOL