American Dad Season 18
Keeping a show on its 18th season in the zeitgeist is no easy task. TBS tapped my team to generate hype and reignite the fandom.
The Problem:
With the primary challenge of keeping a long-running series fresh, American Dad embarked on its 18th season with the aim to reignite its social presence, reinstate the show back into the cultural zeitgeist, and deepen fan engagement.
Already avid fans of the animated comedy, my team was tapped by TBS for the 4th year in a row to achieve these goals — and we delivered.
Year:
2023
My Role:
Creative Director
Throughout the season, we catered to the American Dad fandom with a blend of character-driven content, timely cultural tie-ins, and adept community management. Our efforts translated into tangible success: a staggering 655% increase in audience engagement across platforms, a 77% year-over-year increase in video views, and a significant boost in impressions.
In preparation for the Season 18 Spring Premiere, we pioneered a Roger-centric AR filter across Instagram and TikTok, allowing fans to cycle through Roger's myriad of personas. This immersive experience not only teased the upcoming season's new content but also served as a homage to the series' longevity, even celebrating its 350th episode with a unique Roger graphic that became a fan favorite.
The momentum didn't stop there. For the Fall Premiere, we orchestrated a “social takeover” with Francine at the helm, disrupting the typical in-world perspective and igniting conversations that spun across the community. This narrative shift amplified the buzz for the upcoming episodes and put American Dad at the forefront of everyone’s mind.
Moreover, the numbers were a testament to our strategic prowess: 84.5 million impressions, 36.4 million video views, and 5.6 million engagements. Our approach not only sustained but also invigorated the series' social presence, drawing in a monumental net growth of 589k followers across Facebook, X, Instagram, and TikTok.