The CW had a great idea – get Country music fans excited about their new Western-themed series, “Walker.” Partnering with BYGMusic, The CW effectively tapped into the power of music to drive awareness and tune-in to a cop procedural drama.
We used our next-gen audience analytics to source the best emerging artists, based on their fans. The artists created authentic and original custom branded content for social that touched on themes from the show and made connections to their lives, careers and music. Each artist also performed on “Your BYGMusic Moment,” our on-going livestream sessions, driving live views and significant VOD plays. The campaign was capped by a sweepstakes where 10 fans won a private, intimate Zoom performance and conversation with hot new Country star Mitchell Tenpenny.
The average engagement rate of millions of impressions from almost 100 posts in the campaign was an impressive 14% and the new series is the best new launch for The CW in five years.