Our intention for this campaign was to highlight the incredible women that make up Warner Bros. Television Group in front of the camera, behind the scenes and beyond led by our Chairman and CEO, Channing Dungey. As a studio division that is headed by a woman and is overall dedicated to the pursuit of gender equality in the entertainment industry, it was important for us to show our support of and solidarity with women in every position, from writers to actors to executives. With that in mind, our objective with our Women’s History Month campaign was pretty clear: to honor and celebrate the accomplishments of the women working within the Warner Bros. Television Group, and uplift women as a whole.
Over the month of March, we shared 48 posts across Instagram, Facebook, Threads, TikTok, and YouTube. Every campaign-related post was branded with custom-designed campaign branding, created by our team. We posted a campaign-related piece every week—often posting more than once per week—across all platforms. Pieces ranged in content from talent interviews and highlights, to show clips and quote cards, to event coverage of our Studio Lot event for Women’s History Month and the launch of our new title, The Girls on the Bus. Our goals were to share widespread support of the creative efforts from women at our studio, highlight powerful moments of female characters and friendships within our shows, and call attention to the amazing work our female talent brings to the table both on and off screen.
The campaign included, but was not limited to, the below:
● Compliment Quote Cards – For World Compliment Day we wanted to highlight moments specifically showing women complimenting other women, and encouraged our fans to interact with each other in the comments, spreading positivity and kindness. (HERE)
● Advice Compilation – The women on our shows frequently offer sage words of wisdom, oftentimes showcasing both their intellect and their wit. We compiled some fan-favorite moments from across our catalog to bring joy and possibly offer some guidance, as well. (HERE)
● Talent Highlights – For International Women’s Day, we found it quite apt to highlight some of the women who make our shows so incredibly special. We pulled from talent’s own personal Instagram handles to support their social media profiles, and offer our fans insight into who these women are beyond the characters they play. (HERE)
● “Women Are...” Compilation ft. Talent – We invited talent to finish the sentence “Women are...”, to highlight what they see as defining characteristics of womanhood. The responses we received were heartwarming, inspiring, and filled with genuine emotion (HERE)
● “A Woman Who Inspires Me...” Compilation ft. Talent – We asked talent to share with us a woman who has inspired them in their lives, giving them an opportunity to uplift the women who have, in turn, uplifted them. (HERE)
● Studio Lot Event ft. The Girls on the Bus – In celebration of both Women’s History Month and the series premiere of our show The Girls on the Bus, WBTVG put together a panel event on our studio lot featuring the series leads and two of the executive producers. We covered the event and shared a sizzle reel to celebrate all the work our studio leadership does to support the women who work here. (HERE)
The response to our campaign was overwhelmingly positive, with female fans lifting each other up in the comments on our posts, and our male demographic also engaging supportively with our content. Over a 30-day period, without paid boosting or promotion, we generated over 434k impressions, with an engagement rate of 8.5%, and gained 15k followers.