To introduce HBO’s new hit limited series, the Sharp Objects paid social media campaign used diversified creative to target distinct audiences. Fans of the robust pedigree — Producer Jason Blum of Get Out; director Jean-Marc Vallée of Big Little Lies; Gone Girl author Gillian Flynn, who also penned the novel on which Sharp Objects is based; and star Amy Adams — were targeted with short video ads that highlighted each of these individual elements.

Stylized portraits of the A-list cast captured at the red carpet premiere were used in paid Instagram creative to highlight the star power and aesthetic of the show.

As critical praise and word of mouth buzz started to build around the mysterious show in season, the paid campaign capitalized on key moments (Episode 2 and Episode 5) with compelling creative across Facebook, Instagram, Instagram Stories, Twitter, and YouTube.