HBO's Industry Season 2
Following a successful debut, HBO original series, Industry, was gearing up for a second season with an aim to re-engage viewers and put the drama back into the cultural zeitgeist.
The Problem:
Following a successful debut, HBO original series, Industry, was gearing up for a second season.
Their goal was to re-engage viewers and put the drama back into the cultural zeitgeist while generating awareness, sparking conversation, and driving tune-in.
Year:
2022
My Role:
Associate Creative Director / Copywriter
With one season already under our belt, we jumped at the opportunity to continue our work, running the account from the POV of an in-world, Pierpoint insider.
Throughout Season 2, fans came to our profile to discuss series plot points, react to the juiciest moments, and theorize about upcoming episodes. Tapping into a distinct voice and clever content to match, we used both familiar and new features, leaning into Instagram Reels during its debut to show off MA content in a new way.
Our following grew by +47.4% during the 3-month in-season campaign window, garnering nearly ten thousand new followers. Our Reels had an average of 19K views per video — with one even reaching 65K views —and a total view count of over 1M views. With posts that had over 170k impressions and a giveaway with over 2K participants, we solidified Industry’s rising stock in a saturated market.