MGM+ "Vanished"

Poster for the series 'VANISHED' featuring Kaley Cuoco and Sam Claflin. It shows a split image with Cuoco on the right side, looking to the side with a contemplative expression, and Claflin on the left side, facing forward with a serious expression. The background includes the Eiffel Tower and a cityscape. The series premieres February 1 on MGM+.

Series Premiere

Context: MGM+ was launching "Vanished," a new thriller series starring Kaley Cuoco and Sam Claflin, and needed to generate buzz, drive viewership for the premiere episode, and position the show as a must-watch event while introducing many viewers to the MGM+ streaming platform.

Challenge: I was tasked with assisting with the premiere launch by managing copywriting across social platforms, supporting influencers, and monitoring audience sentiment to track reception and drive sustained interest beyond the premiere episode.

Approach: I contributed to the multi-faceted premiere strategy by crafting compelling copy for social posts across Facebook, Instagram, X, Threads, and TikTok that highlighted the show's suspenseful storyline and star-studded cast. I assisted in coordinating talent support, ensuring cast members including Kaley Cuoco (7.8M Instagram followers), Matthias Schweighöfer (1.3M followers), and Dar Zuzovsky (232K followers) posted promotional content and collaborated with official MGM+ accounts. I strategically supported the influencer partnership with Charlotte Dobre on TikTok, whose creative Reddit-style storytelling approach generated significant organic conversation and intrigue around the series.

Outcome: The premiere campaign exceeded expectations: generating 4.46 million impressions (34.8% more than "The Institute" premiere) and 83,948 engagements (43.4% increase), with an overall engagement rate of 1.88%. The campaign surpassed the season goal of 17 million impressions, achieving 20.9 million (123% of goal). TikTok content performed exceptionally well with a 4.82% engagement rate, while Instagram drove 44,200 engagements at 2.32%. Talent collaborations, particularly Kaley Cuoco's posts to her 7.8M followers, and Charlotte Dobre's influencer partnership generated substantial earned media value, with combined press and influencer coverage reaching over 11.2 million potential viewers. Sentiment monitoring revealed overwhelmingly positive reception, with audiences eagerly anticipating subsequent episodes. T