As a Creative Strategist at GIPHY, I worked closely with ABC to launch Abbott Elementary Season 4 with 20+ custom gifs from the premiere episode. Responsible for creative direction, captioning, and final cuts my role was to ensure the campaign was visually engaging, geared to connect with fans and aligned with ABC's brand safety guidelines.

Objective: The goal was to drive organic conversation, mass awareness and excitement for the Abbott Elementary Season 4 premiere. To do this, ABC owned 100% SOV in the first and second positions on GIPHY's Trending Feed, paired with an XL Banner. Designed to maximize visibility and generate buzz before the season premiere.

Result: The campaign made a huge impact on GIPHY's homepage, driving significant user engagement and awareness and reaching 44MM+ views in just 24 hours. We successfully heightened anticipation for the premiere and helped generate conversations around Abbott Elementary, increasing viewer interest and driving tune-in.