The Walking Dead

Working across both season 9 & 10, I was able to really get under the show’s skin and fully implement our post-campaign analysis. 

The season 9 campaign was great fun, as it involved a slew of headline-grabbing activations, including a gallery installation (featuring props, fan art, step-and-repeat and zombie performers), zombie flash mobs and media takeovers. It had little effect on the series’ performance however, which continued to shed viewers. 

For season 10 my remit was to display clear ROI. As the splashy activity around season 9 hadn’t converted to an increase in viewers, I made the decision to decrease the budget and focus on a more targeted campaign. Using various targeting strands to identify online fan segments, I was able to serve users with multiple creatives across platforms in a phased plan. The result was a 30% smaller media spend than season 9, coupled with a reduction in loss of year-on-year viewers.