Insecure Season 3 Campaign
Insecure, the hit comedy series written by and starring Issa Rae, became a cultural phenomenon in Season 1 and only continued to gain momentum in Season 2, dominating Twitter on Sunday nights and assuming the spot of HBO’s second most social series of all time.
In an attempt to take Insecure to even greater heights in Season 3, the HBO digital team embarked one on of the show’s most ambitious campaigns yet, leveraging its social-savvy cast, one-of-a-kind activations and shareable content to ensure its most social premiere to date and HBO’s most social series of 2018.
Insecure’s suite of video content sought to highlight the behind-the-scenes creators of the series, get fans up to speed
and delight them with post-episode discussions of new episodes.
This pre-premiere artisan series introduced fans to some of the integral members of the Insecure crew, showcasing the series’ commitment to diversity both in front of and behind the camera. The pieces also offered footage from the new season, all while educating fans on the behind-the-scenes work that goes into making a TV show.
In the weeks leading up to premiere, the HBO marketing team hosted multiple events across New Orleans, Los Angeles and New York, complete with screenings, entertainment, local cuisine and even adulting-themed carnival games to celebrate the series’ return and help activate influencers and fans surrounding the show.
To further engage guests and help extend the experience to those at home, the Insecure digital team hosted a variety of social ticket giveaways, provided live coverage and interviews with talent, and, in the case of the L.A. event, created a live social feed that encouraged sharing and displayed some of the best posts on goal posts throughout the day.
To help create additional awareness and drive up conversation on premiere day, HBO digital teamed up with the social swagging company FOOJI to host the Insecure x FOOJI ‘Turn Up, Tune In’ campaign.
Throughout the day, 21+ fans in L.A. and NY markets were encouraged to share their favorite Insecure moments and premiere plans using #TurnUpTuneInEntry for a chance to have bottles of expensive bubbly ‘dropped’ on their doorsteps just in time for their viewing parties, resulting in nearly 700 deliveries and over 45M Twitter impressions.
As with seasons past, the cast and crew joined Insecure profiles in live-tweeting with fans. To keep buzz going and give fans a platform to connect with talent on premiere night, the HBO digital team partnered with Twitter on a one-of-a-kind party at Twitter’s L.A. HQ, complete with a DJ, GIF booth and glam stations.
Issa Rae engaged in a special Twitter Q&A leading up, and additional cast, crew and select influencers screened and live-tweeted both east and west coast airings throughout the night, racking up nearly 200K tweets and securing the spot of Insecure’s most social premiere to date. Twitter was also able to capture custom video content to promote the event and upcoming episodes.
A big focus of paid digital and social for Season 3 was reengaging the series’ core fanbase and other HBO subscribers and comedy fans.
The team partnered with entertainment sites such as Essence on display and newsletter placements, and created unique creative for Insecure’s social platforms — including the newly-available IG Story ads — to elevate the show’s relatability and speak to different audiences.
Insecure’s owned platforms were reimagined for Season 3. HBO’s design team created a series of custom stop-motion assets and videos (more below) to inspire catchup and set the tone, and worked with Cashmere to create new content types and series to play up moments and quotes that resonated best with fans through the series.
To coincide with responsive content was an equally-responsive engagement strategy, with community managers responding to fans and influencers, as well as real-life events, with custom GIFs and Insecure-inspired comments in real time. The series even got its own pack of dedicated GIF stickers to encourage fans to get in on the conversation.
As with seasons past, the cast and crew joined Insecure profiles in live-tweeting with fans during every episode on the east and west coast, establishing the series as appointment viewing and Twitter the place to be on Sunday nights.
The HBO social team worked with Twitter to develop custom emojis for key moments (such as premiere, finale and Lawrence’s highly-anticipated return) and surprised and delighted fans with Insecure swag (including a sweatshirt designed by Natasha Rothwell herself), keeping engagement up from week to week and ultimately resulting in HBO’s most social series of 2018.
Insecure’s official website became the hub for deep-diving fans who wanted more comedy, access and stars. Besides featuring behind-the-scenes video and written recaps by iconic writer Luvvie, the site also included blog posts from the series’ writer assistant Kindsey Young showing off scene behind the camera; interviews with a guest star from each episode; and everything fans could ever want to know about the TV show-within-a-show Kev’yn, including digital exclusive videos with a cameo from showrunner Prentice Penny. Every piece reflects the vibe, humor, and look of the series, and offers a perspective that could only be provided by Insecure.
The social design approach for Season 3 was inspired by the L.A. vibe of the show’s characters, their personalities, and the various playful visual references to '90s that are peppered throughout the season. Social pieces pair retro '90s motifs with modern typography to add some spunk to the content while staying refined. Patterns and a more expansive color palette have extended the social voice to provide fans with an identity that is both familiar and shareable—along with the opportunity for the Insecure team to further evolve the show's social aesthetic.