Amazon Prime’s The Boys
Content Ideation · Content Writing · Paid Social · B2C
In partnership with Prime Video, TIME announced the first-ever Superhero of the Year. The faux cover showcased the one and only most influential superhero, Homelander, along with a personal “in-world” interview with Homelander himself, and a special congratulatory ad from Vought International.
I outlined a paid social media campaign that would effectively position the cover as a teaser to the season 4 premise for main character, Homelander.
Digitally, this campaign delivered more than 13x TIME’s average page view benchmark.
Our vision — The team over at Prime wanted a campaign that would fit in world so that the cover could be used in the show and across social media platforms. This meant that the campaign would have to coincide with the launch of season 4 in June and align well with the show’s theme and plot. Considering the show was already written and shot, we decided on a campaign that would play on the heat coming from the current 2024 Presidential Election. If you can’t beat ‘em, join ‘em 😌.
The Teaser
See Teaser click-through here.The Cover
Impressions: 7,120,000 (345% more than the guaranteed)
Engagements: Over 55K
Clicks: 23,273 (benchmark .20%, reached .60% CTR)
Content Ideation and Writing by Tameka Bazile. Content and Cover Design by Red Border by TIME.The Results
Page views: 159,903
Average time on content: 71 seconds (11 seconds higher than the highest average time spent on TIME.com)
Social media posts on LinkedIn and Instagram from fans reacting to the cover. Amazon Prime and TIME posts related to the cover span over 5M impressions alone.