'Best Fandom Ever' Holiday Takeover
With stale merchandise from old seasons, limited edition inventory from shows long since aired, and waning sales numbers, we went to social and dove in fan-first.
Best Collab Ever
In line with AMC's reliably successful 'Best Christmas Ever' campaign, I led a cross-functional team to develop and execute a new Black Friday and Christmas shopping push, focusing on specific fandoms instead of a general sale message.
The Big Three
We limited merch promotion to only three major, reliable fandoms. With easier targetting, we were able to tailor messaging and placements without annoying any given social or digital audience.
Down to the Details
Everything felt like a reward for the fans--bespoke social, deep cut items not previously for sale, even the codes for the coupons were based on inside jokes.
Success in Feeling Seen
AMC Shop had its highest holiday sales in three years and sold out remaining inventory on Killing Eve, six months after the show's finale. Interview With The Vampire purchases were second only to the Season One premiere.