Twin Peaks, The Return (2017)

The Brief:

Do something unique to match the uniqueness of this iconic tv series’ return. But without any new footage of the show, or assets and requiring full approvals from David Lynch…

The Insight + Strategy

Search data indicated that there was high interest in this show. With our partners at Google, we identified the top search queries around the series and decided to create content that responded to the search queries happening on YouTube and Google.

Concept/Execution:

Our content strategy was dual-pronged because we had hardcore obsessive fans of the original show and n00bs who were curious interested in premium tv. We created educational content that answered basic questions for the n00bs and content that teased and tantalized rabid fans. The content was unlisted on YouTube and seeded through searches on YouTube, Reddit and Social platforms (Facebook, Twitter, Instagram, etc) as part of paid media. We were able to target Google users who had searched questions like:

• Who killed Laura Palmer?

• Who is Agent Cooper?

• What is Twin Peaks About

• Twin Peaks Spoilers

Results:

I’m proud of this campaign because we developed an integrated, data-driven and culturally resonant campaign in spite of major creative limitations.

Concept/Creative Direction: Erin Joyce

Media Strategy: Caroline McGurk, Vincent Genovese