My role: Sr. Social Media Manager and Social Strategist
I helped launch the social pages for this anticipated FX Network series featuring a star-studded cast.
Launching a new and highly anticipated IP show for FX Network, we knew that all eyes would be on us from on-air to our social pages.
To set up Trust for success on social, we crafted a formula where great creative + audience management fostered a community of engaged and loyal viewers.
About the show:
Inspired by actual events, Trust delves into the trials and triumphs of one of America’s wealthiest and unhappiest families, the Gettys. Equal parts family history, dynastic saga and an examination of the corrosive power of money, Trust explores the complexities at the heart of every family, rich or poor.
Sunday Live Tweets
To harness this engaged community, we live-tweeted moments from the show through dynamic GIFs and engaged with fans in real-time. After every airing, we recapped the episode with a Twitter Moment curating the best moments from the show and highlighting fans reactions.
These live tweets also helped informed creative insights such as character popularity and buzz-worthy moments that helped optimize future batch creative and live tweets.
We live-tweeted in Italian.
Given that the show took place in Italy, it was only fitting that some of the acting was in Italian.
In Episode 8, we saw that the entire episode was in Italian so we crafted live-tweet copy in Italian and even prepared canned responses translated into Italian for fan engagement.
Three Taskforce Moments and Activations
To insert Trust into cultural conversations, increase show awareness, and drive tune-in, we created three show-related activations to engage fans.
During the season we hijacked a popular idiom “If I had a dollar,” live-tweeted #TaxDay2018, and rewarded our fans during the finale with a customized Trust dollar.
Pad of Paper
We predicted a peak in fan conversation leading into the season finale. As a result, we heightened our community management efforts by responding to Trust fans with a personalized asset geared towards the show.
Fans reacted positively by engaging back and even retweeting it on their personal pages for their friends to see.
Tax Day 2018
Money is major theme in the show so we wanted to talk about it on a day that's busiest for accountants - Tax Day.
We live-tweeted #TaxDay, sharing fun reaction GIFs from the show that related to either doing (or avoiding) your taxes. In the tweet copy, we added in our own commentary about the conversation surrounding taxes.
"If I had a dollar..." idiom
We leveraged the popular phrase “If I had a dollar” on Twitter to seed Trust into over 100+ conversations of potential fans using these idioms while boasting about the new show and offering up crude financial advice through our unique tone of voice.
We generated more than 400+ unique assets that kept fans engaged and tuned-in during pre-launch, in-season, and post season (sustained phase).
