Submitted by TRIBE

Keeping Up With the Kardashians S15 - Pre-Launch

TRIBE ran a pre-launch influencer campaign for hayu around Keeping Up With the Kardashians S15, producing 43 creator posts against combined followers of 1,279,583.

Average CPE 0.19 $0.25 0.34average cost per engagement
Combined Followers 1,279,583combined followers
Creator Posts 43creator posts
Engagement 2.32%engagement rate
Likes & Comments 29,692likes and comments

Case in 60 seconds

hayu needed attention in the window before Keeping Up With the Kardashians S15 arrived, and the service itself was unfamiliar enough that creators in the campaign said they had not heard of it before.

The campaign appears to turn on back catalogue as the reason to subscribe now, because anticipation for a new season is a feeling audiences already hold, while old seasons are the thing a subscription delivers immediately.

Creators were asked to show themselves watching old seasons of Keeping Up With the Kardashians on hayu and to write the wait for the new season into the caption, so the archive carried the launch message.

TRIBE briefed creators to submit posts watching old seasons of KUWTK on hayu, expressing excitement for the new season in caption and showing how old seasons were tiding them over, with the brief naming iOS, Android, AppleTV and FireTV as devices creators could mix up; 43 creator posts resulted.

TRIBE reports 43 creator posts, combined followers of 1,279,583, likes and comments of 29,692 and engagement of 2.32%, with average CPE printed as 0.19, $0.25 and 0.34.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

Based on the available evidence, the challenge was that a subscription service sells access rather than a single title, so the campaign had to make an unaired season worth acting on before it existed by pointing at what was already available to stream.
hayu appears in the work as the place old seasons live during the wait, which puts the service in the position of holding fans over rather than announcing the new season on its own terms.
The brief asks creators to say how old seasons are tiding them over, which reads as a bet that rewatching is the behaviour fans already perform between seasons and that showing it is more credible than recommending a subscription outright.

Creative & Execution System

Partners

  • TRIBE (lead_agency)

Results & Evidence

MetricValueResult type
average cost per engagementAverage CPE 0.19 $0.25 0.34engagements
combined followersCombined Followers 1,279,583performance
creator postsCreator Posts 43content_pieces
engagement rateEngagement 2.32%engagement_rate
likes and commentsLikes & Comments 29,692performance

Why TRIBE's strategy worked

  1. 1

    Where a brief asks creators to vary the device they film on, device coverage becomes visible in the content itself rather than sitting as a claim in a caption, which suits a service whose distribution across iOS, Android, AppleTV and FireTV is part of its offer.

  2. 2

    Comments quoted on this page read as discovery rather than as viewing intent already formed, which suggests a pre-launch creator campaign for a subscription service is doing awareness work for the service before it does promotion work for the title.

  3. 3

    Anchoring a launch campaign to back catalogue gives creators something they can film today, because a season that has not aired cannot be shown, while the archive supplies the same fandom cues.

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