The marketing team at FX Networks had never seen a comedic, dramatic and eclectic show quite like Donald Glover’s “Atlanta.” To tap into Glover’s existing fan base as well as cultivate a larger fan base to drive viewership, they needed the right agency partner to understand all its cultural nuances and turn those into a robust conversation on Twitter and Instagram.
Atlanta, not just the show but the city, is a world unto itself. It would take a delicate balance to be rooted in the nuances of the actual city, its people, ethos and rhythms. Our social supported fan commentary that combined Black culture, hip-hop culture and internet culture in an authentic way.
Cashmere broke convention and created a voice as quirky and esoteric as the show while still staying true to the city, its culture and Donald Glover’s vision. All posts on social engaged with fans on their level and let the city speak for itself. Our voice made Atlantans feel seen while helping others understand its culture — all while complementing viewing the show with extended world-building and off-the-wall content.
In its final season, the show ramped up to question its own reality, and our social approach followed suit. We created our very own custom AI bot, trained on every tweet from the @AtlantaFX handle, to generate new copy for an AI takeover from D.A.R.I.U.S. (Da Artificial Realness Inside Us) that real fans clocked right away.
During the show’s four seasons:
Unwavering fan engagement across the show’s 4 seasons (with vast hiatus gaps between)
Regularly a top 10 trending topic on Twitter despite a competitive schedule
Cast members repeatedly praised the show's social presence, complimenting its ability to capture the show’s esoteric world
Clio Entertainment Gold (Social Media)
Clio Entertainment Silver (Integrated Campaign)
Clio Entertainment Silver (Social Media Copywriting)
Clio Entertainment Bronze (Social Media)