Telling the story was half the strategy. Distributing the content to reach the right audience was also fundamentally important— so our planning shifted from art to science. Sparkloft created a highly targeted, segmented video advertising strategy that leveraged current social trends. At the time of the series launch, Facebook was working hard to overtake YouTube as the largest social video platform on the web. The result was an opportunity to generate exceptionally low cost targeted reach on Facebook.

Sparkloft also developed a teaser strategy to build interest and anticipation among social fans before episodes were released. Each video was promoted before launch on Instagram. Post launch, additional segments featured “leftover” footage that was also posted to the social channels.

At the end of the campaign, social posts asked users to continue the conversation and share their own #SBstory.