12:48PM May 17 2012
Grimm: Social Campaign
A modern twist on the classic Brothers Grimm fairytales, Grimm was a brand new show to Watch. It was up to us to raise awareness, build an online community of fans and advocates, reinforce Watch’s market position as the home of the extraordinary and of course, get audiences tuning in.
We started off by identifying and engaging with key influencers across a range of genres, including supernatural, fantasy, vampire, zombie and fairytales, providing them with show-related content and encouraging them to visit the Grimm Facebook fan page. Following on from this, we ran online promotions, produced the digital/online creative for paid media activity and carried out social TV activity to prompt fans to join online conversations. To maximise and sustain interest, we rewarded loyal show advocates by selecting them to be ‘Grimmified’, a branded entertainment idea that turned their picture into a werewolf or zombie!