BACKGROUND
The original The L Word was a beloved show among the LGBTQ community for generations that at its height inspired a passionate community of friendships, romances, blogs, watch parties and more. With The L Word: Generation Q revival SHOWTIME set out to excite and welcome back that lifelong community of OG fans while inviting in a new generation to join our found-family. For Season 2, we looked to connect with our community in ways that were authentic to the LGBTQ community and encouraged social sharing to not only drive awareness of the show but also awareness of the love our community has for it. With Pride month two months out from the premiere of season 2, it was the perfect way to re-ignite the fandom and get them sharing their love for ‘The L Word.’
OUR STRATEGY
With the majority of 2021 Pride festivities canceled due to COVID-19, we brought our celebration to Instagram using an AR filter that dropped our fans into a FaceTime-like experience with the cast of The L Word: Generation Q wishing them a ‘Happy Pride!’
We promoted the lens by sharing on our @SHO_TheLWord Instagram account (246K total followers) and tasking our influential talent like Leo Sheng (102K total followers) to share and spread the word.
RESULTS
#3 Most Used SHOWTIME AR Filter Ever
Drove 68% more link clicks than the average L Word Instagram Story
Drove 2k+ new followers to the profile upon launch