Heavenspot produced the creative for social campaigns supporting ABC’s 2013 lineup, which included primetime hits like Scandal, Revenge and The Goldbergs. We targeted a wide range of audiences by creating fun, engaging and memorable content.
We delivered fresh, relevant creative leading up to the premieres of shows. The jumpstart invigorated ABC’s social platforms, waking fans from their summer slumber and getting them excited for the fall lineup.
We focused on shareability; crafting social content inspired by the best moments from each show and referencing recurring jokes and pop culture.
Content was created to excite fans of the shows to tune in, and carried teasing hints to entice potential news fans.
We leveraged smart, simple design to provide and reiterate all the necessary information while staying mindful of the ultimate goal: getting the audience to tune in and discuss on social networks.
Heavenspot’s social content generated an average of 146,000 interactions per post for Scandal, 56,660 for Castle and 28,690 for Revenge. Collectively, all our creative for ABC’s Fall 2013 lineup generated over 1,000,000 interactions on Facebook.
REAL WORLD RETURN
Over 10 million viewers tuned into Scandal’s season premiere, continuing the growth of viewership for the show. This season, Castle has consistently broken the 10 to 11 million viewers mark, with over 11 million watching the premiere. The social media build-up for ABC’s Fall 2013 lineup contributed to getting viewers engaged from the beginning, turning watchers into fans, fans into social media advocates and getting more people tuning in throughout the season.
The success of our content has translated into success for both ABC and us. Since then, we have developed a solid, ongoing relationship, working hand in hand to design social creative for other hit shows like Modern Family, Grey’s Anatomy and The View.