That’s right, it’s back and better than ever! After dominating TV ratings in the 90s, ABC’s TGIF needed a social and banner campaign that would re-establish the beloved programming block as the premiere Friday night comedy destination. With dynamic launch pieces, Instagram Story polls, countdowns, quote cards, relatable memes, and more, we created a feel-good campaign that invited a new generation of viewers to enjoy a fresh slate of family-friendly comedies every week.
But the fun didn’t stop there. We launched a robust digital banner campaign to further extend our reach and drive tune-ins. Our high-impact takeover on People.com, interactive Kargo mobile units, and vibrant display units helped get new fans and current celeb fanbases excited about the new Friday night lineup.
The message was loud and clear: Fridays are meant for fun, and our energetic TGIF campaign eventized the comedic programming block as a new family tradition.
The most anticipated day of the week needed the most high-energy launch pieces! Anchored by the catchy TGIF theme song and celebs like Constance Wu, Minnie Driver, Ricky Gervais, and more, we populated the TGIF social channels with a lyric video, custom Facebook invitation, and character montages from each show to prime fans for the premiere.
We put a clever, unexpected twist on Instagram Story polls by creating a series of one-sided questions — all designed to drive home the point that Fridays, fun, and family time with TGIF are the only answers.
To feature quick and funny clips from the new TGIF lineup, these snackable social videos balanced a bit of nostalgia with bold, modern graphics. From a Friday night checklist to a montage of dad jokes (good and bad) and even a 90s-inspired heartthrob poster, we made sure the Friday hype was real.