Season 3 of The White Lotus wasn’t just a success; it became a cultural moment. Building off the buzz of Season 2’s finale, our mandate was clear: take the momentum and level it up.
On Instagram, we evolved the show’s presence from polished promotional posts into something more real, connected, and human—a distinct personality. One that watched alongside fans every Sunday night, reacted in real time, and spoke their language.
By dialing in the show’s dry wit and sharp tone, we built a feed that felt truly inside the fandom—not just speaking to it, but speaking from it.
We transformed weekly episodes into community-driven events through daily content. Sunday nights felt electric. Fans weren’t just watching; they were participating. We posted immediately after every jaw-dropping cliffhanger, with copy that read like a friend in the group chat. Even simple formats like double-stack images, became sharp, screen-grabbable commentary that fueled sharing, saves, and DMs.
By the end of the season, The White Lotus on Instagram wasn’t just a marketing channel—it was the place fans went to process, react, and participate in the story together.
We monitored social conversation daily and moved in real time, launching fast-turn, platform-native content that kept pace with the fandom and zeitgeist trends. Our posts didn’t just show up in the feed; they blended into it, giving fans a reason to reach for their phones the moment each episode ended.
Our content was a mix of editorialized, press, and meme-forward content daily. Our IG voice was inspired by the “hospitable” White Lotus staff member who’s seen it all—the uber-rich, out-of-touch guests with their insane, entitled demands and the unintended, but inescapable, fallout that results.
We kept the tone buttoned-up and professional on the surface, but every caption carried a subtle edge of sarcasm, irony, or commentary. The result was a feed that felt sharp, self-aware, and unmistakably The White Lotus—turning Instagram into an extension of the show’s world and a destination for fans who wanted to live in it a little longer.
Over five months, our campaign turned The White Lotus into a must-follow experience. We doubled our Instagram following and garnering a total of almost 700K followers. Our always-on content kept the conversation alive between episodes, helping lift the Season 3 finale viewership by 51% over Season 2, securing the top spot on Nielsen’s streaming charts for two consecutive weeks, and granting HBO Max 22 Emmy nominations for this season.