To develop a fan presence for BBC America’s original scripted series Orphan Black, EA1 built an always-on audience building campaign that worked just as hard in the off-season as it did in-season.
Orphan Black is the first show in TV history to double its audience season on season on season, the result of a focused audience-building campaign during the off-season.
EA1 developed a participatory, fan-driven “where-to-watch” campaign that encouraged the existing audience to recruit new fans, and to show them where and how to binge watch. EA1 created off-season content and tentpole events to maintain fan enthusiasm.
Tatiana Maslany’s Emmy win “broke the Internet” as stated by Entertainment Weekly. Orphan Black ranked the #1 most viral program of the night; according to The Hollywood Reporter “Maslany's first win for 'Orphan Black' was the biggest topic on both Twitter and Facebook.”
3.3x fan growth between Season 1 and Season 2.
2.2x fan growth between Season 2 and Season 3.
Orphan Black was the only show to double it’s L+3 ratings three seasons in a row due to a focused audience-building campaign during the off-season.
Audience & Social Media Strategy
Social Network Research & Audience Research
Brand & Community Management