Case Study

Apples Never Fall | Peacock

Based on the novel by Liane Moriarty (author of Big Little Lies and Nine Perfect Strangers), Apples Never Fall follows the Delaney family as they reel from the sudden disappearance of Joy, the matriarch. As the Delaneys race against time to uncover what really happened to their mother, the series asks, "Can we ever really know the people closest to us?" In partnership with Peacock, we brought the prestige with a multi-faceted integrated marketing campaign inclusive of the strategy, AV, OOH, Social, Influencers, and more.

Strategy

We built audiences’ investment from the ground up, rallying fans of both twisty psychological mysteries and salacious family dramas. Our goal was to balance intrigue around Joy’s disappearance with the thrill of unveiling the many family secrets of the Delaney’s. Through this, our creative campaign showcased an addicting mystery brought to life by a spectacular cast. This all helped position the series as a must-watch, prestigious new original for Peacock.

AV

We developed a suite of AV assets for the series, from the first tease of secrets to come, to the scintillating main trailer, and EPK featuring the cast; all of these aiming to amp up anticipation for the thrilling new series. Our best moment, was a custom Oscars spot which was timed to air during a ceremony in which Annette Bening was nominated for Best Actress.

Social

Our suite of social creative assets focused on the characters, family drama, and the mystery of what happened to Joy to roll out pre-launch all the way through each phase as the countdown began for the show to premiere.

Through regular social listening reports, we developed reactive content based off which characters, storylines, and moments resonated with fans, so we could feed the social conversation in real time. (View the Social Creative)

Influencers

Based on a novel by a beloved author, our campaign went right to the heart of where modern book conversations happen: BookTok. With the help of several influencers with highly-engaged followings on TikTok, we teased a must-watch adaptation, and even brought influencers right to the red carpet to interview the cast.

OOH & Beyond

We delivered hundreds of assets across OOH and digital media, both adaptive and bespoke assets. With our weather-activated bus shelters, we highlighted the tumultuous family dynamics and Florida setting with creative that reflected the current weather in the OOH location. We also conceived and supported a promotion together with Cosmopolitan to air their readers’ anonymous family confessions in Times Square.

The Results

The series was a success and brought major accolades to the streaming service. Not only did it debut at #5 Most Streamed show in Neilson rankings for March, but it outperformed previous Peacock titles like Ted & Traitors. The show now holds the title of 2nd highest reaching Peacock Original series, and the 3rd most-watched Peacock Original series.