The Shōgun campaign sought to connect with both AAPI and general audiences by leveraging influencer partnerships that brought the series’ themes to life. Through word-of-mouth marketing, the goal was to build brand awareness and engagement by tapping into creators who could authentically explore the show's rich historical and cinematic elements.
FX collaborated with 15 micro- and macro-influencers across diverse verticals, each offering a unique perspective on Shōgun. Some focused on deep dives into cinematography, episode analysis, and character breakdowns, while others engaged with the world of Shōgun more tangibly—cooking Sengoku-period dishes, smithing a Naginata weapon, demonstrating proper kimono etiquette, and choreographing combat inspired by the series.
This tailored approach resonated strongly with audiences, seamlessly blending entertainment and education while sparking organic conversation around the show. The influencer content generated 13M impressions and 400K engagements, amplifying Shōgun's reach and establishing it as a cultural phenomenon that extended beyond traditional TV promotion.
