The Mission

Launch an in-world Instagram that takes space work as seriously as the series' main characters to generate buzz for SHOWTIME's workplace comedy with a twist. As lead strategist, the team embarked to recruit our “Moonbase crew” (aka fans), immersing them deeper into the story each week with out-of-this-world tentpole activations and a seriously-funny social voice.

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Mission Accomplished:

• From launch to finale, the Moobase 8 Instagram garnered over 3,500 followers and 60,000 organic impressions.

• Social posts averaged engagements rates of 8.4%; 180% above industry standard.

• Industry & Press Acclaim: Adweek Spotlight, 2021 Webby Awards