I Know What You Did Last Summer social campaign shoot
Amazon Prime Video approached us to create a cross-platform social content campaign for their original series - ‘I Know What You Did Last Summer’. A primary objective was to create content to launch APV's first ever TikTok channel dedicated to their original series.
The Creative Approach
Grace was brought on as the creative lead and director for the content to live across TikTok, Instagram, Facebook and Twitter. In collaboration with APV’s marketing team, Unfold, the showrunner and cast of IKWYDLS, Grace brought her deep experience with TikTok to create the most entertaining and authentic content that would connect with this audience.
Promo for the #IKnowWhatYouDid🤡 hashtag challenge, which was the crux of the IKWYDLS TikTok campaign. Participating videos reached over 7.6 billion views.
Production Design
We took an experiential approach to the shoot, creating immersive back-drops and in-world experiences that allowed our talent to to walk through the space and react to different moments inspired by the show. This allowed for authentic reactions that could be captured throughout our shoot day. The overall theme was to make the mansion feel like the day after one of the character's grad night party and the rager has ravaged the property.
In-character take on the Put a Finger Down trend. We sprinkled in some key props and easter eggs from the show, such as the Jeep the characters are sitting in as well as the machete in the backseat.
The Results
In creating awareness and excitement for the show by posting daily authentic content, the @ikwydls brand channels gained over 30k followers. The #IKnowWhatYouDid🤡 hashtag challenge, supported by cast and influencer examples, encouraged TikTok users to create UGC confessing their secrets and guilty pleasures. Participating videos reached over 7.6 billion views. Thanks to the APV and Unfold teams for being great collaborators on this project.
In-character take on the Pass the Phone trend.
In-character asset of IKWYDLS character Lennon, which incorporates a popular TikTok head turn transition as well as the Slow Zoom trend.
