Pretty Little Liars and Pretty Little Liars: The Perfectionists Social & Partnerships Campaign
Pretty Little Liars and Pretty Little Liars: The Perfectionists Social & Partnerships Campaign
I ran the Pretty Little Liars social marketing and partnership marketing for the last 4 seasons when it was on air. It was a big career builder for me. Freeform’s Pretty Little Liars was the Number 1 cable drama for young adults 18-49 and I would reach over 34 million very passionate fans daily during my social reign.
Being able to lead the marketing strategy and partnerships for a show I was a fan of before I even started working at ABC Family, felt like a full circle moment.
Talent worked with: Lucy Hale (Pretty Little Liars, The Hating Game, Truth or Dare), Shay Mitchell (Pretty Little Liars, YOU), Ashley Benson (Pretty Little Liars, Spring Breakers), Troian Bellisario (Pretty Little Liars, Plan B, Feed), Sasha Pieterse (Pretty Little Liars), Ian Harding (Pretty Little Liars), Tyler Blackburn (Pretty Little Liars, Roswell: New Mexico), Keegan Allen (Pretty Little Liars, Walker), Janel Parrish (Pretty Little Liars, To All The Boys I Loved Before), Sofia Carson (Pretty Little Liars, Disney’s Descendants), Sydney Park (Pretty Little Liars, First Love), Eli Brown (Pretty Little Liars, Gossip Girl), and Kelly Rutherford (Pretty Little Liars, Gossip Girl).
I was able to plan, lead, and execute not only our social strategies but also our partnership strategies. I handled everything from the brainstorming, initial thoughts, contract negotiation, and implementation. Going into the final season of the series and hyping it for the new spinoff series, we wanted to make it as big as possible, so we partner with outside partners like Blushington, Drybar, Dictionary.com, and Travel Oregon – and our internal partners like our friends at Disney Parks, Disney Music Group, and ABC. With Blushington and Drybar we were able to offer free makeup and hair makeups in likeness of the characters on the show and get fans really excited for the series. With Travel Oregon, we were able to partner with them on ways they could promote the series which was filmed in Oregon and offer incentives to fans watching the show.
I led the execution of innovative strategies across the Freeform and Pretty Little Liars social. For each of the big social beats and talent announcements, I worked with our Freeform public relations team to draft and time press releases. Below is a little taste of the social assets created for the series under my oversight. I brainstormed, ideated, and executed everything from a social graphic series called “Obitchuaries,” a Rosewood Family Tree asset detailing the connections between every character in the series, Then vs Now graphics, and quote graphics.
One highlight is that to wrap up the final season, I led the “Pretty Little Liars Memory Lane” social project. To gear up for the last season of the series (10 episodes) and to celebrate the previously aired 150 episodes, I started a 150 day countdown clock across the Pretty Little Liars Instagram page for its 8.2 million followers. Every day for 150 days, I showcased a single episode by posting photos, episodic clips, and every “A” message sent in the series. Each day’s posted lined up to make an Instagram grid. A grid that stayed active for 150 days.
One of the synergy partnership projects I am most proud of for Pretty Little Liars was our partnership with Disney Games. We collaborated with the team to create custom emoji characters for each of the five main characters for their Disney Emoji Blitz mobile app. It was the first time Disney Games had worked with non Disney character based IP. I lead the project from cradle to grave, creating a rollout marketing strategy for both teams.
For the spinoff series, we created in world content like a Beacon University recruitment video, which was spearheaded and directed by me. The video mirrored other college admission videos but housed easter eggs throughout for Pretty Little Liars superfans sleuth through content. Additionally, we created social exclusive behind the scenes photoshoots, trending meme templates, and in-world character videos which teased the new characters in the Pretty Little Liars world.