The Bold Type Social Campaign
The Bold Type Social Campaign
I ran Freeform’s The Bold Type social marketing and partnership marketing from Season 2 through Season 5. Over my time with The Bold Type, I was able to head the social creative for the series with innovative and fun content. We created in-world content that brought references in the TV series to real life through static graphics and videos.
Talent worked with: Meghann Fahy (The Bold Type, White Lotus, The Perfect Couple), Katie Stevens (The Bold Type, Faking It), Aisha Dee (The Bold Type, Chasing Life, Look Both Ways), Melora Hardin (The Bold Type, The Office), and Sam Page (The Bold Type).
We even created a “in-character” Instagram page (@StyleBySutton) for one of the main characters, Sutton Brady, on the series to add to more world building across social.
In the first season of The Bold Type, I noticed many fans loved the political and societal conversations happening in the series, so I took that energy and brought it to social. I launched a “Question and Answer” social series where I asked the fans a controversial question that elicited a lot of engagement and impressions that dealt with a storyline in The Bold Type and reposted the top responses. We continued this across each season until the series finale.
Additionally, through the last 4 seasons of the series, I led the charge with our talent takeovers across our social pages. We designated someone on the cast to take over The Bold Type social pages every week where we had them participate in Instagram Lives, fan threads on Tumblr, Live Tweets, and photographic content for the Instagram grid. All these social strategies set the stage for a highly-engaged fanbase.
In Season 5 of the series, we created a way that our cast could say goodbye to the series. We had the cast submit personal goodbye messages for the fans, paired them with behind-the-scenes shots our embed social media produced captured with said talent, and created swipe through carousels with the actors’ own persona words to the fans for Instagram.