As a Creative Strategist at GIPHY, I led the creative strategy and execution for ABC's premium homepage takeover. I worked closely with ABC and GIPHY's internal teams to launching Abbott Elementary Season 4 with 20+ custom cutdowns from the first episode. I ensured the campaign was visually engaging and aligned with ABC's goals.

Objective: The goal was to drive 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+ 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.