Influencer marketing for Canvas x Big Little Lies: Supporting female empowerment on and off-screen
Client: Canvas (VRT)
About “Big Little Lies”
If you watched the first season of “Big Little Lies”, you probably couldn’t wait for the sequel to finally come out this summer!
The addictive American series revolving around strong female characters and their intriguing secrets had massive success since its first season in 2017 on HBO. Actresses Reese Witherspoon, Nicole Kidman, Laura Dern, Shailene Woodley, and Zoë Kravitz were brilliant in the first season. As Meryl Streep joined the cast in the second season, the quality got more exceptional, and the storyline more unpredictable.
When Canvas (VRT.nu), a popular Belgian television channel, decided to broadcast the new season of Big Little Lies, we were excited to help them attract new viewers!
The primary goal was to create awareness around the second season of Big Little Lies that was available for free on both online and TV Canvas channel. Raising the awareness around the series was the first step towards our second goal, which was creating a conversion, meaning encouraging people to become VRT NU viewers.
Next to that, Canvas wanted to focus on further growth as a go-to channel for best fiction while creating an impact on a broader target audience.
Throughout the Big Little Lies narrative, feminism is a theme that remains persistent and intense. In the very beginning, the series plays with classic stereotypes of mothers and housewives, but soon we reveal complex and striking characters. With this campaign, Canvas wanted to show support and raise awareness about women empowerment. It was necessary to create a well thought out concept and keep the balance between social commitment and campaign goals.
Considering the objective was to raise awareness of female empowerment, we decided to set up an influencer campaign by choosing profiles who are advocates for gender equality, diversity and creativity. By defining these parameters, we were able to select the influencers who would be the best fit for Canvas brand.
It was important to find different levels of influencers, from meso (50.000 to 100.000 followers), micro ( 2,000-50,000 followers) to nano (500-5,000 followers), as it’s easier to fine-tune audience targeting.
We asked 16 Instagram influencers to create IG stories and posts where they will pay tribute to strong women in their life – women they admire and why. The intention was to showcase the strength of women, especially when it comes to supporting other women. The female characters in the series are entirely different, but they appreciate and support each other no matter what. The main objective was to translate this energy into real-life reference.
View this post on Instagram
@biglittlelies is back - this post is for all my muses that relate to woman empowerment, because this is what my work stands for. The aspect of being a woman is a theme that represents my work in the line of all my beliefs. Women are such beautiful creations and immersively interesting to visualize. My goal is that every woman who stands in front of my lens, feels strong and beautiful. Because of that, for me personally, a very important aspect, allowing me to capture my work in a pure form. Strong women and female empowerment, that's what @biglittlelies is all about. The series is made by a female production company. How cool is that? Check out the second season on @canvas_tv via @vrtnu #canvasxbiglittlelies #canvasfemaleempowerment #canvas #vrtnu #biglittlelies #ad
By using tags @BigLittleLies, @Canvastv, @VrtNU and series of hashtags, such as #WomenEmpowerWomen #CanvasxWomenEmpowerment #BigLittleLies #CanvasxBLL and #BLLxVrtNU, the influencers created linked content that successfully sparked engagement and attracted new viewers to Canvas.
The timeline of the project was spread from mid-August until the beginning of October. In three different phases, from building awareness to triggering conversion, the activation of the campaign followed the airing of the show starting from the 26th of August until mid-September.
Considering the campaign was completed recently, it’s hard to say the long-term impact. However, the first results were more than satisfying! “Big Little Lies” ranked as the most popular series overall on VRT NU during the time it was aired.
With the help of 16 influencers, the campaign reached 234 200 people and generated over 7 590 likes, comments and shares.
Undoubtedly, Canvas and Big Little Lies will continue to inspire viewers, and we’re proud to collaborate on the project that promotes values which we, at Chase community, also consider an essential part of our DNA.