campaign rollout

The campaign rollout started with a title handle launch on Instagram and TikTok with our first look photos and date announce AV asset, which beat several YA titles in our library in every KPI. The next beat was the teaser trailer which placed Cady’s accident front and center to build anticipation around the central mystery. We later released the key art in tandem with the debut of lead actor Emily Alyn Lynd’s recording of the audiobook to capture the book fans once more ahead of our trailer launch. We then ramped up our full-scale push to launch our main trailer, which kicked off our targeted paid media blitz, coordinated press efforts, a robust social and influencer campaign, music-focused beats, book-to-screen tactics, synergy partnerships, and YA cross-pollination during a multi-title global press junket. Leading into the premiere, we launched our eerie but ethereal character art suite once consumers could identify the characters from our AV suite. Once the series launched on platform, we fueled conversation around bingeing the season with the tagline “If anyone asks how it ends, just lie” for the remainder of our sustain period.