Turning Grown-ish into a social conversation starter, engaging fans with star power and cultural relevance.
Overview
In partnership with Freeform and Cashmere Agency, the launch of Grown-ish Season 1 required a social media campaign to establish the show’s official handles, build a dedicated following, and position it as a culturally relevant conversation starter. The challenge was to leverage the cast’s star power and engage organically with millennial audiences, particularly within the vibrant discussions of Black Twitter.
Process
I focused on social media creative, collaborating with Freeform and Cashmere Agency’s social and strategy teams to translate campaign concepts into visually compelling and shareable content.
Key initiatives included:
Designing social media assets that highlighted the cast, key storylines, and cultural moments
Developing modular templates for scalable deployment across Instagram, Twitter, Facebook, and other platforms
Engaging with organic social conversations to integrate the show into ongoing cultural discussions
Collaborating with social and strategy teams to optimize posting schedules, messaging, and engagement tactics
The campaign leveraged cast-driven content, culturally relevant visuals, and modular templates to build a dedicated social following and amplify conversation around the show.
Outcome
The campaign successfully drove over 3.41 million organic Twitter engagements, with all 10 episodes trending in the U.S. on Twitter. It demonstrated deep cultural relevance and successfully established Grown-ish as a key player in the millennial social media landscape, building a loyal and engaged fan community across platforms.