We casted a group of 12 diverse and youthful influencers to share personal stories connecting to the show's story and characters, while highlighting the show's key themes/aspects. A primary goal being to generate positive consumer sentiment for Rise to distance the online chatter from tough critic reviews.
The campaign went live the week of Rise's premiere to encourage viewer tune-in. Influencers posted their content on Instagram and Twitter. Instagram posts utilized the carousel/swipe feature to include the show's official trailer, provided by NBC. We know trailers are largely watched on YouTube, but we wanted to meet new audiences where they consume and use Instagram in new ways.
The influencers all had relevant and authentic ties to theater and the arts such as music, dancing, acting, hosting, and more. We strategically targeted audiences that were musically-inclined and could relate to the show's subject matter. We also identified 2 key influencers, that were similar to the show's leads (Auli'i Cravalho & Damon J. Gillespie), to put together custom videos talking about their connection to the characters and shouting out the show.
Additionally, we had 1 influencer live tweet during the airing of the premiere.
The campaign ended up reaching over 4.6M, with 118K+ engagements across 18 posts on Instagram and Twitter. The content was authentic, connected with the desired target audience, and called people to action/tune-in.
The content sentiment was good and we saw positive feedback on the show from both influencers and followers alike.
Casting was one of the main focal points of the campaign and we had great success with handpicking a diverse and multicultural group to showcase the variety of people and personalities shown on screen.
"Just wanted to share with you that I got the opportunity to see the first episode of the show #Rise on NBC and I felt very connected with the character Lilette, who is played by @auliicravalho She has such a passion for music, just like me! if you want to check it out, the show premieres tomorrow, March 13 at 10pm on NBC @nbcrise #NBC #ad"
"I was a theater kid growing up. I was part of a lovely family of misfits who didn't belong in any one group of people. They were interesting, passionate, and beautiful storytellers. They were also broken, but that's why we all loved each other so much because everyone put their brokenness to work on the stage. NBC's new show @NBCRise is a show that I never had growing up, and I'm so glad that kids who are passionate about storytelling are going to be able to experience it. Make sure you watch the premiere tonight at 10pm! #Rise #NBC #ad"