With American Horror Story Season 12 featuring another star-studded cast, the campaign aimed to harness the fandom’s excitement for the new talent by spotlighting Kim Kardashian. Beyond engaging AHS fans, the goal was to strategically leverage FX’s synergy with The Kardashians on Hulu, pulling in Kardashian’s dedicated audience and driving crossover viewership.
To execute this, FX leaned into Kim’s social media dominance with a custom shoot designed to appeal to both AHS and KUWTK audiences. A bespoke content piece challenged Kim to guess whether quotes were from American Horror Story or her own family—giving something for both reality TV and horror fans to enjoy. The collaboration extended reach even further through a collab post with the Keeping Up With The Kardashians Instagram account.
The results were undeniable—the post amassed 3.3M views and 35K engagements on Instagram alone, successfully fueling tune-in for the season finale. By merging two cultural powerhouses, the campaign effectively maximized engagement and drove excitement for AHS in a way that felt fresh, fun, and uniquely Kardashian.
