Bad Boyfriends, a reality TV dating show, partnered with SMMS to launch its social media presence from scratch across Instagram, Facebook, X (formerly Twitter), and TikTok. Our tailored, platform-specific strategy delivered outstanding results:
- 6 million total reach
- 9.3 million video views
- Exceptional engagement across all platforms.
About the Client
Bad Boyfriends is an entertaining reality TV dating show that explores the wild and dramatic aspects of relationships. The show’s target audience includes millennials and Gen Z viewers who watch a mix of reality TV and short-form digital content. Building a strong social media presence before the show’s first episode was essential to attract viewers and create buzz.
The Challenge
When Bad Boyfriends partnered with SMMS, they faced several challenges:
- No existing social media presence: Accounts needed to be created and launched.
- Tight timeline: The goal was to generate hype and build an audience in just two months.
- The task was to not only grow awareness but to engage audiences across multiple platforms, ensuring each one played to its strengths.
The Solution
We designed and executed a multi-platform strategy that used each channel’s strengths while aligning with audience preferences:
Instagram & Facebook:
- Focused on episode clips to highlight the show’s drama and humor, which resonated strongly with audiences.
- Used engaging features like Stories, polls, and comments to encourage interactivity.
X (Twitter):
- Shared live tweets and GIFs during TX (transmission) times to capitalise on real-time audience engagement during episodes.
- Used trending hashtags to spark conversations and amplify reach.
TikTok:
- Produced teaser compilations and short-form episode clips, designed for virality and quick audience engagement.
- Delivered dynamic, relatable content that fueled conversations and connection with younger viewers.
Peak-Time Engagement:
Focused posts and interactions around TX times to capture viewers’ attention during episodes. This drove engagement during peak viewing windows.
Content Resonance:
Ensured every post was crafted with audience behaviour in mind, from memes and teasers to more interactive posts like relationship-themed questions.
Results
Our approach delivered incredible results in just two months:
- 6 million total reach across Instagram, Facebook, X, and TikTok.
- 9.3 million video views, driven by high-performing TikTok and Instagram Reels content.
Platform-specific successes:
- X (Twitter): Posts shared during TX times captured high engagement during peak viewing windows.
- Instagram & Facebook: Episode clips drove the highest engagement, encouraging fans to interact further with the content.
- TikTok: Teaser compilations and episode highlights boosted engagement and exceptional reach, particularly among younger audiences.
These results highlight the effectiveness of our customised platform-specific approach, achieving industry-leading outcomes typically seen after 6–12 months.
