The goal of the Peacemaker Season 2 campaign was to make social media the primary place where fans experienced the show together. Instead of using social channels mainly to promote episodes, we set out to turn them into a destination for real-time reactions, discussion, and fan participation.
The core idea was to center the campaign around what audiences cared about most. That included shocking plot reveals, bold humor, character relationships, and unexpected connections to the wider DC universe. By anchoring content to moments of emotional impact, we aimed to spark ongoing conversation throughout the season rather than short spikes around marketing beats.
A key objective was to drive sustained engagement week after week. We wanted fans to return after every episode to react, share opinions, and build theories. Another goal was to grow the audience beyond core fans by tapping into adjacent DC fandoms through IP crossovers and shareable character moments, without losing the tone that made Peacemaker distinct.
We also set out to maintain positive sentiment while navigating polarizing storylines. Rather than avoiding debate, the campaign aimed to create space for fans to express different viewpoints in a way that felt authentic to the show.
Ultimately, the objective was to prove that social could function as an extension of the series itself. Not just a marketing tool, but a living environment where fandom could unfold in real time.
We brought the campaign to life by building an always-on social strategy that could respond quickly to both episodes and fan behavior. The plan focused on real-time publishing, platform-specific execution, and constant optimization based on performance.
Each platform played a distinct role. On X, we published live during episode premieres, sharing reaction prompts and clips tied to major moments as they happened. This gave fans a central place to react together and helped drive trending conversations during key episodes. On Instagram and Facebook, we focused on highly shareable clips, stills, and recurring weekly formats that encouraged fans to return and engage in the comments.
Key content features were driven by audience response. Clips highlighting humor, character dynamics, and plot twists performed best, so we prioritized those formats throughout the season. Relationship-driven storytelling and IP crossovers became consistent pillars, helping attract both core viewers and fans of other DC properties.
A major challenge was navigating polarizing plotlines and vocal fan discourse. Some story elements sparked strong debate, particularly around character arcs and thematic choices. Instead of pulling back, we leaned into conversation. We framed content to invite reactions and theories, giving fans room to discuss while staying aligned with the show’s tone.
Another challenge was avoiding overly promotional content. Early performance showed that traditional interviews and EPK-style assets underperformed. We responded by shifting focus away from those formats and doubling down on content that felt native, reactive, and fan-driven.
What made this work unique was its flexibility. The campaign was not locked in advance. It evolved week to week, shaped by real audience behavior. By letting fan response guide creative decisions, social became an active extension of the show rather than a static marketing channel.
The campaign delivered strong performance across owned and earned social channels throughout the season. In total, the campaign generated 7.2 million engagements and drove follower growth of more than 285,000 across key platforms. Instagram was the primary driver of engagement, accounting for the majority of interactions and audience growth.
Earned conversation was equally strong. The campaign generated 1.9 million total earned messages, with 29 percent of conversation classified as positive sentiment. Major spikes in volume aligned with episode premieres, trailer drops, SDCC activations, and key plot revelations, showing sustained audience interest over time.
Real-time execution on X helped Peacemaker trend multiple times during the season, particularly during episodes with major reveals. Fan-driven discussion extended beyond owned channels, with audiences actively creating memes, fan art, and theories that kept the show top of mind between episodes.
Content focused on character relationships, humor, and IP crossovers consistently outperformed more traditional promotional assets. This validated the strategy of prioritizing participation over promotion. Even when storylines were polarizing, the campaign maintained momentum by giving fans space to react and engage.
Overall, the results demonstrated that treating social as a shared viewing experience can drive scale, engagement, and sustained conversation. The campaign successfully turned fandom into an active, ongoing part of the Peacemaker Season 2 experience.
