A couple of notable career HIGHLIGHTS
SCHITT’S CREEK: Directed the global MARKETING campaign for Seasons 1-5
By the end of its sixth and final season, Schitt’s Creek not only clinched 65 awards, including 9 Emmy Awards but also solidified its place as one of the best shows of the decade. The global marketing campaign demonstrated remarkable digital success, amassing over 5.5 billion GIF views and generating more than 76 million Twitter impressions, with an impressive engagement rate of 6.4% from over 4.8 million engagements.
On Instagram, the show's strategic content rollout contributed to a follower increase to 1.5 million, achieving over 160 million impressions and 8.2 million engagements. The multi-platform digital strategy significantly expanded its audience, reflected in the series' substantial growth in viewership and multiple award wins. The global fandom not only highlights the effective synergy between content excellence and savvy marketing but also sets a benchmark for television marketing strategies.
“The growth was in part thanks to a Webby Award-winning promotional strategy of flooding social media with “Schitt’s Creek” references and amplifying fan enthusiasm by having both the stars’ Twitter accounts and the show’s official one retweet and respond to user-generated GIFs and memes”. The New York Times
Anne with an “e”: Directed the Marketing campaign for Seasons 1 & 2
Anne with an “E” ranked in Netflix’s top 10 most-watched shows globally after its debute season.
The series resonated so deeply with fans that when it was announced the show would come to an end, nearly 1,671,184 million fans signed a petition on Change.org demanding the series be renewed for another season, with more than 13 million tweets advocating for the show’s revival and thousands of dollars raised, placing five billboards in downtown Toronto and New York’s Times Square, amplifying their message to bring Anne with an “E” back.
The global fandom not only demonstrates the show's significant digital footprint but also the deep emotional investment of its audience. The campaign's digital engagement extended to impressive social media metrics, with the series consistently trending across multiple platforms, driving up interactions by 200%.
This fanbase remains active, with ongoing discussions and petitions that keep hopes for a revival alive, illustrating the enduring impact and love for Anne with an “E”.
KIM’S CONVENIENCE: Directed the Marketing campaigns for Seasons 1-3
Celebrated as the #1 new comedy in Canada, following the premiere of its first season, Kim's Convenience quickly captured the hearts of audiences globally. The show not only garnered the prestigious Seoul International Drama Awards but was also heralded as the “hit series that changed TV’s representation of Asians,” highlighting its groundbreaking impact.
The marketing success of Kim's Convenience is rooted in its authentic representation and heartfelt storytelling, which effectively bridges cultural gaps and delivers relatable, humorous insights into family and immigrant experiences.
The strategic marketing efforts effectively leveraged the universal themes of family and belonging, making the show accessible to a broader audience while preserving its cultural uniqueness.
Digital engagement played a pivotal role, with social media campaigns that highlighted beloved characters and memorable moments. These campaigns significantly boosted engagement, with the show’s official social media accounts seeing a 150% increase in followers year-over-year and over 20 million impressions across platforms during the airing of each season.
The creation of a vibrant community of fans, affectionately known as “Kimbits,” further exemplified the show’s impact.
Interactive online events, including live Q&A sessions with the cast and virtual watch parties, fostered a strong sense of community and kept the audience engaged between seasons.
This holistic approach ensured Kim's Convenience not only succeeded in capturing diverse audiences but also in setting a new standard for cultural representation in comedy.
Workin’ moms: Directed the marketing campaign for Seasons 1-3
Since Since the launch of its first season, Workin' Moms has successfully cultivated a devoted fan base that has grown exponentially with each subsequent season. The marketing campaign skillfully combined traditional and digital strategies to effectively reach and engage its target audience of working parents, who are highly active online.
The campaign utilized relatable memes, engaging video clips, and interactive content, effectively increasing its online visibility and shareability. Collaborations with online influencers and content creators who resonated with the themes of the show further amplified its reach, contributing to a 40% increase in social media followers annually.
Focusing on the universal themes of motherhood, career dilemmas, and personal transformation, the strategy connected deeply with a broader audience. Promotional materials not only highlighted the humor and heart of the show but also positioned it as a source of support and empowerment for working mothers, driving a 50% increase in engagement rates across social media platforms.
Active engagement with audiences on platforms like X, Instagram, and Facebook—through regular responses to fans, sharing of behind-the-scenes content, and participation in conversations about working parenthood—helped to build a loyal fanbase. This community engagement strategy saw a remarkable 30% increase in user-generated content, with fans sharing their own stories and experiences inspired by the show.
The digital footprint of Workin' Moms expanded significantly, with the campaign generating over 100 million social media impressions and over 5 million direct interactions during the airing of the latest season. This robust engagement not only kept existing fans engaged but also attracted new viewers, evidenced by a continuous rise in streaming numbers each season.
By tapping into the power of digital media and community building, the marketing campaign for Workin' Moms not only fostered a strong sense of belonging among viewers but also established the show as a cultural touchstone for discussions around modern parenthood.
Murdoch Mysteries: Directed the MARKETING campaigns for seasons 8-17
Going into its 18th season and broadcast in over 140 countries, Murdoch Mysteries has solidified its ranking as an international hit. Sustaining audience engagement across nearly 300 episodes is a monumental task, yet the show has continued to expand its global fandom through innovative marketing and a diverse brand ecosystem.
The "Murdochverse" has grown to include a range of brand extensions that connect with diverse audiences: from podcasts to partnerships with world-renowned symphonies creating unique show-themed performances. Additionally, merchandise and licensing deals, along with international luxury Murdoch-themed travel tours, have broadened the show's appeal beyond traditional media.
Pop-up museum exhibits and Murdoch-themed beers cater to niche markets, while the YA spin-off series Macy Murdoch targets younger demographics. The brand's extension into escape rooms and integrations with popular gaming platforms like Roblox bridge the gap between digital and physical fan experiences.
The digital marketing strategies for Murdoch Mysteries are multifaceted and robust. By leveraging user-generated content, the show maintains high levels of engagement with fans who create and share their Murdoch-related content. Influencer collaborations extend reach and credibility.
Interactive content on platforms such as Instagram, Facebook, X (formerly Twitter), and TikTok has been crucial in sustaining interest and engagement. These platforms facilitate community building and direct interaction among fans and between fans and the show, ensuring the audience feels connected and valued.
Key performance metrics highlight the success of these strategies:
Social Media Growth: A consistent 20% year-over-year increase in followers across all platforms.
Engagement Rates: Over 200 million social media impressions annually with an engagement rate of 5.2%, reflecting high audience interaction.
Conversion Rates: Notable spikes in viewership coincide with social media campaigns, with a 25% increase in stream views during interactive campaign runs.
Brand Extension Revenue: Merchandise sales have seen a year-on-year increase of 30%, with special-edition items often selling out within days.
These efforts have not only kept long-time fans hooked but also continually attracted new viewers to the series, maintaining its status as the number 1 drama in Canada and the number-two drama on Acorn TV in the US.
The enduring popularity of Murdoch Mysteries demonstrates the power of a well-rounded, innovative marketing strategy that embraces both traditional and digital media to create a comprehensive and engaging fan experience.
Baroness Von sketch show: Directed the Marketing CampaiGN for Seasons 1-3
Baroness von Sketch Show produced by CBC and aired on IFC in the US, has expertly tapped into the often-overlooked perspectives of the 40-something women, bringing humor derived from everyday life to the forefront of sketch comedy. The series quickly built a cult following, starting with its viral “Locker Room” sketch from season 1, which amassed over 3 million organic views on YouTube.
The success of the show's marketing campaign is marked by strategic use of digital platforms and social media engagement:
YouTube Impact: The show's channel played a pivotal role in its broader reach, with selected sketches cumulatively garnering over 20 million views, significantly expanding the show’s visibility and drawing international audiences.
Social Media Metrics: On platforms like Instagram, X, and Facebook, the show’s content strategy—featuring clips, behind-the-scenes insights, and cast interactions—resulted in a 40% increase in followers annually. This strategy not only retained interest among existing fans but also attracted new viewers, evidenced by a 60% rise in engagement rates season over season.
Interactive Campaigns: Regular live Q&A sessions with the cast, interactive polls about favorite sketches, and user-generated content challenges have deepened viewer relationships and fostered a sense of community among fans.
Cultural Relevance: The content’s relatability has sparked widespread discussion across social media platforms, further boosted by topical and timely sketches that address current events and social issues, resonating particularly well with the target demographic.
Influencer Collaborations: Partnerships with influencers who resonate with the core demographic have amplified reach and authenticity, driving an additional 2 million views to the YouTube channel through co-promotion.
These strategic efforts in digital engagement and culturally relevant marketing have not only sustained the Baroness von Sketch Show existing fan base but continuously attracted new audiences in UCAN and beyond, maintaining its status as a standout series in the sketch comedy landscape.
