My work with The Royals (E!, Lionsgate, Universal Cable Products) is near and dear to my heart. It was the first account I worked on when I started at VaynerMedia. I had been the lone art director for seasons 1-3, and I loved watching the series grow.
Our immediate challenge, in the beginning, was to grow the fanbase. We tackled each and every platform, including Snapchat which was still a new social platform. The team actively engaged and provided relatable custom gifs within the growing community.
We even opened it up to the fans to determine their fanbase name (spoiler alert: we landed on the Loyals). We started to “ship” the relationships in the show, and the fans loved it! Are you #TeamGemma or #TeamOphelia? Are you Team Jaspenor or Team Opheliam? The writer/producer of the show, Mark Schwahn, took notice of these trends within our social content and started writing it into the show, beginning in Season 2.
We also created a Snapchat series show the day after each episode. We called it The Royal Hangover. We even got a little press. (And here’s another one from Adweek, featuring another campaign we did where we locked down the Twitter account for the season finale.) Our client, E!, loved it so much they decided to turn The Royal Hangover into an aftershow right after the episode (a la The Walking Dead’s The Talking Dead).