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Social Strategy Lead @ Paramount+
Crafted the social media strategy and promotional plan
Collaborated with Paramount+ teams across video, design, marketing, and PR to develop innovative social creative
Created agency briefs, made agency selection, and partnered with agency across content development cycle
Supervised social media manager and coordinator in managing editorial calendars, publishing, and community engagement
Tracked & analyzed campaign performance to continually optimize and pivot where necessary, presenting key learnings to executive stakeholders
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Educate new audiences about the show and invite new viewers into the fanbase
Activate and galvanize the existing CM fanbase
Launch a new Tiktok channel and amass 100,000 followers in 6 months
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Capture content with talent to create a rich slate of reactive, trending, and BTS content
Speak to the fans as a fan, fostering community and brand affinity by letting them know that we are just as slightly unhinged and chronically online as they are
Highlight show themes and plots, while also injecting the show into broader pop cultural convos and moments
Launch TikTok account starting with interactive voting campaign on IG, where fans suggest options for their fandom name, then funnel followers over to the new TikTok account for a video of the talent revealing the winner
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+516% views (115.2M) vs. Season 16
+48% engagements (13.5M) vs. Season 16
+253% over our 6 month Tiktok follower goal
273 pieces of content
Tiktok reps at a content symposium highlighted the Criminal Minds account for having a “best in class” organic and paid strategy and content mix that performed +642% over the platform’s entertainment engagement benchmarks
Fans loved the accounts so much they started making social posts about our social posts
Talent & BTS Content
Our team built strong relationships with cast and crew which allowed us unprecedented access to set, where we were able to work with talent to capture content that was both timely and reactive, and also revealing of life on set behind the scenes.
The following pieces are optimized for IG & TT with their lo fi, reactive & authentic feel:
Trend Videos
BTS Moments
Exclusive Bloopers
Talent Collabs
Fan Engagement
So. Many. Memes.
A core strategy of the campaign was to activate and engage the show’s voracious online fans, and to do so, we had to speak their language and show that we’re just as chronically online and slightly unhinged as they are.
Campaign Highlight: TikTok Launch
To eventize our TikTok launch, we capitalized on March Madness to invite fans & talent to name our fandom via polls and a bracket in our IG Stories. We kicked off the series asking the fans to share what the fanbase should be called. From those, we picked the top 8 names and posted daily head-to-head matchups, until the fans whittled it down to 2 final names. For the big reveal, we funneled fans from IG to our new TikTok, where we released an exclusive video with talent revealing their pick for the fandom name.
