Client: Wolf & Rabbit Productions
For the debut of Catherine Reitman’s Workin’ Moms, we worked closely with the producers to develop a voice that would represent this one-of-a-kind, in-your-face female-driven comedy to its growing fan base. We produced and executed a robust digital content strategy that connected with viewers across social.
Building from Season 1’s hype, Workin’ Moms had an established cast and fan base that we helped to garner. Taking full creative control by Season 2, our task was to tap into the already existing appeal of the comedy and help launch the new season with resounding buzz.
At the end of season one, we produced a Facebook Live Q&A show with members of the cast, where Catherine was able to announce the show would return for a second season. Engagement and conversation surrounding the announcement doubled the season average for engagement on Twitter and Facebook.
For Workin’ Moms season 2, we went on-set with Catherine and the cast throughout principal photography to capture interviews, 360° images, and exclusive behind-the-scenes content to roll out in parallel with the show. We started season 2 with a Facebook Live Q&A before the airing of the first regular-season episode in January, and hosted live Twitter parties to engage fans one-on-one over the course of the season.