The Four: The #1 Singing Competition on Twitter
Fox hired our team at TinyHorse to be an all-purpose social team for The Four Season 2: Not only did we lead campaign strategy and direction, but we were embedded directly into show production to capture content on the ground.
On set, I interviewed contestants backstage, and captured GIFs, boomerangs, and other organic iPhone content. At the office, I was the voice and creative behind our Twitter page.
#TheFour was trending in the US and globally every single week during our live tweets, all season long.
On finale day, we trended #1.
How we got there:
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Developed Relationships with Talent
With a star-studded show like The Four, there needs to be an incentive for fans of main talent, like Fergie, to follow the series page too. The best way to do that is exclusive social content that can’t be found anywhere else on TV or online. Our proximity to the main talent allowed us to get up close and personal to capture unique photo and video.
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Anticipated Viral Moments
The Four’s biggest moment online happened on Twitter, when Diddy’s epic stare down with contestant Elijah Connor took over the internet
Before the episode aired, I knew fans would latch onto Diddy’s comedic commitment, so I created the GIF in advance and had it ready to go for the live tweet.
The GIF now has over 60 million views and counting.
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Helped the Audience Fall in Love
Season 2 winner James Graham was a fan favorite from the beginning, in a big part thanks to his boy-band worthy goofiness and candor backstage. On TV, viewers only get a few minutes to get to know the personalities behind the performances, so social media played a big part in getting audiences invested in their favorite contestants.
James started off the season with a small following, around 40k, and by the end of the season he was a bonafide influencer, regularly going live to talk to his over 200k followers.
