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Under the Banner of Heaven

NVE developed a promotional campaign for Under the Banner of Heaven that generated social chatter and organic press-pickup by appealing to a True Crime audience, ultimately driving tune-in for the premiere.

Challenge

FX was looking for a promotional program that builds buzz for the show and drives social amplification. For this promotion, they were open to various mediums — stunt, live event, and influencer campaign. Ultimately, we agreed to run an influencer based campaign centered around true crime creators.

Insight

We knew that there was a large amount of untapped True Crime based content creators across TikTok and other social media platforms. Given the nature of the show being linked to a true crime story, we felt it was best to work with these content creators to develop organic content around the story the show is based on.

Solution

FX immersed press and influencers in the world of Under the Banner of Heaven through a curated kit inclusive of:

A glimpse at key promotional artwork from the show
A collection of candles with bespoke scents to bring recipients deeper into the story
The novel that inspired the show

NVE’s creator marketing team worked diligently to identify creators with the right reach and target. In tandem with the gifting, our True Crime content creators developed videos in which they talked about the story behind Under the Banner of Heaven and then encouraged their audiences to tune in.

Results

Under the Banner of Heaven had one of the best premieres of any FX shows in 2022 and also garnered serious social media impressions through our content creator campaign with 585,912 views.