The Boys
Amazon Prime Video
The Boys is an American superhero web television series based on the comic book of the same name by Garth Ennis and Darick Robertson. Developed by Eric Kripke for Amazon, it follows the eponymous team of vigilantes as they fight back against superpowered individuals who abuse their abilities.
The Boys is the most fucked up show Amazon Prime Video has to offer. Season one positioned the show as one of the top performers in the platform and, while we wait for the release of the second season, we continued with its signature madness, humor, drama, violence, action, love, satire, and heart, while also promising a deeper dive into its universe and themes across social channels.
To truly fuel engagement, we activated a bespoke platform strategy across primary social channels. We embrace the power of strong community management and reactive content to create meaningful connections with our fans that generate high quality engagement.
We created weird, fun, crude, sexy, badass activations to sustain our audience between season one and twoâĶ and boy did we deliver.
In fact, the sustain campaign for the boys delivered better results than the past year of the handles being live
and all because we focused on leaning heavily into the true tone of the show and made sure to actively engage with our community.
The Boys ranked #1 for both TV-I and conversation across the TV industry over launch weekend.
Increased efforts on fan engagement through community management led to increased conversation and high retention of our most highly-engaged fans. Engagement rate increased across all platforms during launch including a 240% increase on Twitter replies and a 42k increase in fas during launch weekend.
In the end, it all went according to plan.
Our tidal wave of content made a massive impact on engagement rates and responses on every platform:
38.6M total organic reach
(315% increase from previous period)
428k new followers
(369% increase from previous period)
3.9M content responses
(157% increase from previous period)
Twitter: @TheBoysTV
