How do you say goodbye to beloved characters after 10 years, straddling across two different series? Freeform answered that question by approaching the final season of “Good Trouble” with a social campaign reflecting a digital love letter to the fans.
In advance of the show’s final season, Freeform aimed to highlight the endeavors and relationships present in the cast’s long-running tenure across both "Good Trouble" and its predecessor "The Fosters" by tapping into the emotional resonance those relationships had with audiences.
Freeform launched an interactive campaign with fans first in mind, to celebrate "Good Trouble" coming to an end after five seasons.
A long lead social campaign commenced with reactive content to re-engage fans, including sharing fan comments with deep-cut BTS from both “The Fosters” and “Good Trouble” and recapping the fan-favorite relationships with social-forward supercuts.
The channels then eventized key campaign beats with custom talent content, starting with a premiere-day video message from star Cierra Ramirez seeing 964K views and 45K likes on Instagram. Other beats included exclusive on-set content for social only including Callie’s long-awaited engagement party as well as the final day of filming.
The social team collaborated with the creative group on a custom love letter video to fans—complete with accompanying billboards signed by the cast that were placed across Los Angeles.
In a special tribute, stars Maia Mitchell and Cierra Ramirez were surprised with call sheets from their first day on The Fosters during their last day on the set of “Good Trouble,” creating the top-performing post of the campaign.
Content shared in the week leading up to the “Good Trouble” finale, including custom talent capture, earned 3.4M organic views across FB, Instagram, and TikTok. The Maia + Cierra call sheet surprise earned 1M+ views alone on TikTok.
Overall, the campaign for the beloved series drove 3.34 million engagements and 21 million video views.
