Entertainment Case Studies

Drive viewership, subscriptions, and buzz for TV shows, movies, and streaming content through authentic creator marketing that generates real hype.

NOW TV

The Challenge

NOW TV was preparing to launch Sweetpea, a dark comedy thriller based on the bestselling novel. As with any new series, there was a narrow window to capture audience attention before the algorithm—and viewers—moved on. Traditional trailers and promos alone weren’t enough. The challenge: Traditional promos lack trust on social platforms New shows have one shot to earn watch intent Competing platforms and titles meant high noise, low attention Content had to earn its place in the feed, not feel like an advert NOW TV needed a creator-led campaign that would build hype before release, sustain conversation during the season, and drive maximum viewership.

The Solution

SHOUT designed a creator-led launch strategy that prioritised conversation over promotion. Instead of standard clips or trailers, we built a phased UGC campaign that made Sweetpea feel like a must-watch cultural moment. The campaign rolled out across TikTok and Instagram using 130 handpicked creators who specialised in storytelling, reactions, book-to-screen commentary, dark comedy edits and entertainment recaps. Each creator received one of four tailored concepts designed to build hype, intrigue and retention. Before launch (pre-TX), creators generated anticipation and predictions, hinting that Sweetpea would be “the next big obsession.” During the season, we sustained momentum with reaction content and guerrilla-style street activations, giving the show a disruptive feel online. For finale week, creators pushed Season 2 theories and cliff-hanger breakdowns, turning viewers into a community hooked on the story. The result was a wave of organic social buzz that felt fan-driven, not forced—earning 14.7M+ views and helping Sweetpea dominate feeds throughout its debut.