Driving interest in a new show through social, before anyone has seen it

When Sky were preparing to launch their new drama Delicious, they were faced with the challenge of generating interest and anticipation through social media without an existing fan base to engage. Our approach was to make the social campaign about the relatable themes of the show, not the characters or plot.

The plot of Delicious revolves around relationships, trust and betrayal. First we ran a survey of the British public to understand how trusting we are as a nation, and turned the same survey into a quiz that let everyone find, compare and share their own trust score. To promote the quiz we created social assets using data from the survey to challenge peoples assumptions of trust, and filmed four Facebook videos with cast members responding to the same questions.