UNDER THE BANNER
OF HEAVEN
OBJECTIVE
In a campaign that addresses such complex and nuanced material, our goal is not to sensationalize the events or judge the characters. We do not intend to portray the religion in either a positive or negative light. Instead, we aim to immerse the viewer in this uniquely American, yet profoundly foreign world, allowing them to draw their own conclusions.
STRATEGY
Create a social media environment that appeals to a wide audience while providing backstories and engaging content. LA used a deliberate pacing to present the story details, balancing an ethereal quality with a direct approach as the storyline progressed towards the unthinkable.
RESULTS
The organic-driven social campaign steadily grew throughout the limited series' weekly episodes, utilizing talent and original creative social posts. We reached 100M Twitter impressions through our watch parties.
