Objectives

Cases of COVID-19 are on the rise.  Despite warnings about COVID-19, young adults were viewing themselves as immune to the virus and not social distancing.  To speak directly to the Gen Z and Millennial audience about the importance of social distancing, Freeform launched the #StayTheFFHome campaign.

Strategy and Execution

Freeform used its strength as a premiere young adult entertainment brand to create a multi-platform social distancing campaign that encouraged young adults to #StayTheFFHome and provided content to keep them entertained at home.  Campaign pillars consisted of:

• PSA’s – featured FF talent and brand messaging (video and out-of-home) encouraging viewers to #StayTheFFHome
• Tune-In – Eventful packaging and promotion around weekend movies gave viewers a reason to sit on the couch and created a sense of communal viewing
• Social Media Engagement Content – Thousands of social posts (including supercuts, memes, polls, games, Zoom backgrounds, live music, etc.) entertained our fans and lifted their spirits while reminding them to #StayTheFFHome

Results

Stay the FF Home generated over 125MM organic social impressions, making it Freeform’s largest brand campaign to date.

Media