MGM+ "FROM"

Context: FROM entered its fourth season facing the classic mystery box problem. Audiences loved the world but were growing restless with unresolved answers, and sentiment risked souring ahead of the final season.

Challenge: Keep the FROMily fandom alive and make Season 4 the most talked about season to date, while expanding into two opportunity audiences that over-index in horror: Black horror fans and LGBTQ+ horror fans.

Approach: I owned the launch and management of the FROM Instagram Broadcast Channel. Our social listening showed the fandom's highest-intensity engagement was happening during live tweet sessions and in the third spaces fans had built for themselves, so I built the channel to replicate that energy on our own handles and give the FROMily an official gathering place. I programmed it around the behaviors fans were already exhibiting, using polls, open questions, and cast fun facts to keep the conversation running between episodes, and used the channel as a first-party data source on what the core fandom actually wanted. I also supported the influencer program, where each creator was cast for a distinct role rather than reach alone, pairing a cinematic analysis creator to validate the show's production design, a Black entertainment creator to release an exclusive finale sneak peek, and an OG FROMily member to host the traditional post-finale IG LIVE. On organic social, I assisted with platform-specific copy across Instagram, TikTok, Facebook, X, and Threads, and with the weekly sentiment reporting that guided in-season creative shifts.

Outcome: The Broadcast Channel reached 26K members and 100K engagements, with 7% of engagement coming from non-followers, making it a net-new acquisition channel rather than a retention tool. The influencer roster delivered 2.51M views and 122.1K engagements at a $0.01 CPV and $78.6K EMV, with the in-fandom creator driving the lowest CPV and CPE of the group at $0.003 and $0.07. Season-wide, the campaign generated 385M impressions, 19.6M engagements, and 2.97M shares, up 110%, 138%, and 519% over Season 3, and became the highest performing MGM+ series campaign by every metric.