Saylor was brought on by Disney to kick off “Spooky Season” with the launch of a major new title: Goosebumps. Our team developed the strategy, creative, and voice for the social campaign.
The Goosebumps television series (based on the iconic book series by R.L. Stine) is darker in tone and more mature than previous Disney+ content. This provided both creative opportunities as well as interesting challenges for our team when developing the voice and strategy.
Saylor was tasked with creating a spooky (but not too scary) tone that would appeal to both nostalgic millennials as well as new, younger audiences. We knew we had to get it right in order to win over existing fans of the books while gaining the trust of new viewers. Through our social copy on TikTok and Instagram, we took on the voice of Slappy, the villainous ventriloquist dummy that comes to life in the series.
The series was an immediate hit and the first episode premiered with 4.2 million views in the first three days of streaming. It was also ranked #8 for digital audience rating across all competitor streaming programs.
Across social media, the Goosebumps campaign garnered 125M+ impressions, 118M+ video views, and 2M+ engagements from excited fans who couldn’t get enough of the scary good new series. We experienced a +56% increase in follower growth on TikTok and a +120% follower growth on Instagram.
