ABC’s hit competition series “Dancing with the Stars” pairs celebrities with trained ballroom dancers to compete in themed choreographed dance routines that are judged by a panel of renowned experts.
Season 32 premiered in late September with a roster of celebrities that included actress Alyson Hannigan, "Brady Bunch" alum Barry Williams, singer Jason Mraz, Oscar winner Mira Sorvino, model Tyson Beckford and Marvel star Xochitl Gomez, to name a few.
This season ABC's main objective was to creatively showcase the season’s large star-studded cast to drive broad awareness early on.
“Dancing with the Stars” faces a unique challenge every year. The cast reveal is a huge driver of interest for the show but because it happens very close to the premiere, footage is very limited.
ABC’s creative team organized a shoot spot to capture the cast dancing over a green screen and then utilized that footage to develop a variety of assets for pre-premiere and in-season use. Dancing Layers played off of a popular and eye-catching social media trend to appeal to fans and newcomers alike.
ABC’s Dancing Layers social ad was effective in driving tune-in to the season 32 premiere of “Dancing with the Stars.”
An organic post, the video gained 225K views and 7.1K engagements across Facebook, Instagram, Twitter, TikTok and YouTube Shorts.
“Dancing with the Stars” delivered the series’ biggest delayed-viewing increases since 2021. After 3 days of streaming on Hulu, the season achieved 1.9% reach and 1.8% first streams, ahead of the 2021 premiere launch numbers.
