MTV Teen Mom UK Season 5 Launch: Influencer Campaign

To promote the launch of MTV’s Teen Mom UK Season 5, MTV approached us with a brief to work local and active voices online. To re-attract existing viewers of the show from season 4, and to also extend reach to persuadable 16-34-year-olds, we created a cast of rising and relevant parenting influencers. Watch-along TV doesn’t need bigger pieces of content to drive awareness, but content which can hold continued conversations around the discussion points the show raises. With this strategy in mind, each influencer shared personal stories about their venture into parenthood, which sparked open and positive dialogue with their audiences surrounding the show and its cast members. With content ranging from Instagram grid posts, stories and dual Instagram lives with the cast members of the show, using the influencer voices of experience drove varied conversations and spoke to wider audiences. A main element of the brief for this campaign regarded genuine audience interaction and increased talk-ability surrounding the programme. Influencers were briefed on generating content that documented real life in a way that made their audiences engage in the discussions started by their posts. With the added layer of influencers already being fans of the show, followers expressed a genuine appreciation for the programme and the conversations the influencers started around parenthood. Using in-app innovations such as Instagram Story questions, the carousel grid post feature, and dual IG Lives elevated the content within the platform itself. The outcome of the campaign led to an increase in the shows Instagram following and an average of over 1000 engagements on each grid post and 10,000 per story post.