In 2025, Prime Video partnered with LA-based creative agency Saylor to help reignite fan excitement and sustain momentum for the final season of The Summer I Turned Pretty. The idea driving the campaign was to treat the season as both a cultural moment and an emotional sendoff for fans who had grown alongside the characters. The goal was to transform social from a traditional promotional channel into an active fan experience, deepening emotional connection, encouraging real-time participation around episode drops, and reflecting the story’s evolution into a more mature, character-driven narrative.
With the goal of creating an environment on social where fans could actively engage with the story, each other, and the talent behind the series, the team sought to deepen emotional connection, encourage real-time participation around episode drops, and expand reach beyond existing partner and cast channels. Another key objective was to position talent as cultural personalities in their own right, recognizing that audiences were invested in both the characters and the actors behind them.
From a performance standpoint, the team focused on delivering high-quality, custom creative designed to drive strong engagement rates, spark conversation on owned channels, and outperform prior season benchmarks. Priority was placed on platform-native content formats, including music-forward storytelling, reactive social moments, and serialized teasers that trained audiences to anticipate each episode release.
Ultimately, the campaign aimed to balance scale with depth. Success was defined by reaching large audiences while delivering content that felt personal, timely, and rooted in fan behavior, sustaining momentum from pre-launch through the series finale.
Saylor and Prime Video brought the project to life through a social-first strategy grounded in audience behavior and platform dynamics. The plan centered on three pillars: expanding reach, activating fan participation, and keeping talent culturally relevant.
To extend reach, the team developed a recap series that incorporated licensed, culturally resonant music layered over key emotional moments. Because audio plays a central role in social viewing, this approach helped tap into fan nostalgia while attracting new audiences. Securing music rights required close coordination across legal, production, and partner teams. Saylor advocated early, built a clear business case for music integration, and streamlined approval workflows to maintain timelines.
The team also transformed the season’s key art capture into a social-specific creative system. Using varied filming formats, including film lenses and mobile capture, the team produced character-driven edits that combined narration, copy, and nuanced visual treatments. This approach enabled the creation of fresh content without requiring additional large-scale shoots while maintaining a premium feel aligned with the series’ evolving tone.
To activate fan participation, the team implemented a breadcrumbing teaser strategy ahead of each episode release. Short, quote-driven posts provided just enough context to spark speculation and discussion. This trained audiences to gather on owned channels before and after episode drops, strengthening community engagement and increasing comment volume.
Keeping talent culturally relevant was another major focus. Saylor developed out-of-character content that allowed cast members to participate in trending formats and social moments. This required close collaboration with talent teams to ensure authenticity and alignment. Speed was critical given the pace of social trends, so the team built agile workflows to identify opportunities, secure approvals, and execute content quickly.
The work stood out for its integration of fan psychology, cultural signals, and storytelling craft. Social was treated as a dynamic environment where audiences could react, speculate, and connect with both the narrative and the people behind it.
The results demonstrated strong alignment with campaign objectives to drive engagement, expand reach, and sustain fan conversation throughout the season.
Across 162 posts, the campaign delivered more than 527 million estimated impressions, 42 million engagements, and over 3 million net new followers.
Several core series exceeded expectations. The recap and music-driven content expanded reach into new audiences, generating an estimated 65 million impressions and millions of engagements. Key art refresh assets significantly outperformed prior season benchmarks. The teaser series successfully trained fan behavior, driving a 60 percent increase in average comments compared to Season 2 and sustaining discussion around episode drops.
The campaign is considered a success because it delivered both scale and meaningful engagement. It expanded visibility, elevated interaction quality, and reinforced the series’ cultural relevance during its final season while demonstrating the impact of social-first creative on fan behavior and storytelling.
