Season 1 of The Boys was a wild ride that amassed a legion of die-hard fans who reveled in seeing our heroes take down corporate superheroes. So, when Season 2 came around, we were prepared to energize that army with ideas that would leave them ecstatic: dedicated social shoots, huge Coachella and Comic-Con activations, and a commitment to creating original social content…
…THEN 2020 HIT.
Like everyone else, our audience was stuck at home, endlessly scrolling through social media. So, we adapted and joined them. We pivoted to a social, community management-led campaign. But our fans needed something special, and we knew exactly where to turn.
ENTER BILLY FUCKIN' BUTCHER
Inspired by the leader of The Boys, we crafted the brand voice into a clever and bold social media manager who led the conversation with Billy's signature cry: FUCK SUPES. Our fans loved it.
FIRST, WE MADE 'EM LOVE US
We pumped fans up by giving them more of what they loved: compilation videos, memes, and reactive content. They got a peek behind the scenes with exclusive archives and content built from whatever talent could send us from home and quarantine (i.e. the sweet Karl Urban voiceover.)
THEN, WE EAVESDROPPED
As Season 2 launched, our analysts scoured social media conversations to understand the type of irreverent content our fans craved. Turns out they are nerds to the core so we leaned into pop culture and superhero references at every turn. We also responded to the moments they were talking about in real time.
FINALLY, WE RUBBED THEIR NOSES IN IT
Fans ate up our content and appreciated our no-nonsense attitude. So we went all-in on community management, responding boldly to anyone who challenged us: fans, other shows, even the talent. When some trolls thought it’d be funny to flood The Boys with 1-star reviews because they didn’t like waiting a week for new episodes, we worked with our bosses to set them straight.
IN THE END, IT ALL WENT ACCORDING TO PLAN
Our avalanche of content had a significant impact on engagement rates and responses across all platforms:
38.6M TOTAL REACH
315% INCREASE FROM PREVIOUS TIME PERIOD
428K NEW FOLLOWERS
369% INCREASE FROM PREVIOUS TIME PERIOD
3.9M CONTENT RESPONSES
157% INCREASE FROM PREVIOUS TIME PERIOD
Awards
2021 ProMax Awards: Organic Use of Social Media to Promote A Program or Series (Silver Winner)
2023 ProMax Awards: Organic Use of Social Media to Promote A Program or Series (Gold Winner)
SPOILER ALERT: WE CAME BACK FOR SEASON 3
The next season went a lot differently. We maintained our irreverent tone & voice but added a whole new level of polish to our work. We were fortunate to pitch content capture ideas that were were then able to bring to life. Here's one of my favorites: Deep Thoughts with The Deep.
Having pitched the idea, I just had to take on the challenge of producing the entirety of "Deep Thoughts with The Deep" on my own. Motion graphics, editing, and design were just some of the parts of the job.
