Launching Interview with the Vampire meant earning the trust of a passionate, protective fandom—especially given the books’ “sacred text” status and Anne Rice’s complicated relationship with fan interpretation. We weren’t just promoting a show; we were creating permission for fans to engage, react, and build alongside the story.

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At the same time, the books are decades old and the film wasn’t top-of-mind, so we had to speak to two audiences at once: longtime devotees and brand-new viewers. I helped translate those groups into distinct strategies that met people where they were—emotionally, conceptually, and digitally—then used partners like BookTok, Goodreads, and Barnes & Noble to bridge legacy fans into a new take on the IP while welcoming newcomers in.

 

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After we earned the book fans’ trust in Season One, Season Two was about opening the door to a new viewer—the people we knew would love the show if they could just get past the “vampire” label. I led a major reframing of the campaign, shifting the emphasis to the humanity at the center of it: what these immortal characters can reveal about being human.

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The audience mix was genuinely varied—queer communities, historical drama fans, and even skeptics—so I built distinct creative and social strategies for each group, with deliberate posting and real engagement alongside in-group publishers and communities.

 

The result: we built the youngest and most diverse audience of any AMC Original in company history. Because, in the end, the human truth is what connects all of us.

Seasons One and Two were really about commitment: building an immersive world where different kinds of fans could see themselves reflected—and making the show feel bigger than an hour a week.

 

I was integral to shaping that “always-on universe” approach, alongside teams who executed across channels and moments: we launched an eCommerce extension, brought a Clio-winning activation to San Diego Comic-Con, staged an unforgettable (yes, human sacrifice) premiere-party moment, and kept fans deeply involved—informing everything from strategy to merch along the way.

 

With a social audience that became our strongest since Killing Eve, we built the trust—and momentum—that set up Season Three to go fully in-world from start to finish, with fans ready to advocate for us.