Sweetpea | Sky TV - Trailer Park Group Skip to main content

Case Study

Sweetpea | Sky TV

We leaned into our darker impulses as we followed Rhiannon's wild and addictive path of murderous self-discovery in Sky’s new darkly comedic, coming-of-rage thriller, Sweetpea.

We crafted a bold, yet playful paid campaign with a digital-first strategy, driving awareness and engagement among millennial women. Leveraging a roster of popular British talent, we amplified the campaign through Sky’s channels, transforming audiences into advocates and expanding reach across demographics with spots ranging from 6 to 20 seconds. Additionally, we captured handheld pieces to camera with Ella during a shoot day, which we tested at the start of the official trailer on TikTok for enhanced engagement.

As part of the campaign, we organised a dynamic, full-day shoot with Ella Purnell and co-star Calam Lynch, where we brainstormed and filmed a variety of engaging content inspired by TikTok trends and popular native formats seen on social. The day included talent-led pieces to camera and a fun, junket-style interview set in a room filled with Chihuahuas, designed to offer fans an exclusive, behind-the-scenes glimpse that audiences love. This unique content gave viewers a deeper connection with the cast and insight into the show, enhancing organic engagement across the Sky TV channels.

We developed a suite of organic assets for the Sweetpea campaign, designed to resonate with fans through humour and relatability.

These assets included playful memes revealing Rhiannon’s fictional ‘search history,’ giving a ‘if you know, you know’ wink to fans, as well as tongue-in-cheek spots highlighting other recognisable talent from the show, such as Jeremy Swift in his role as Rhiannon’s infuriating boss.

Additionally, we produced a series of meme-style AV edits that capture the show’s darkly comedic tone, enhancing shareability and audience engagement across social channels.

We also produced reactive content based on fan comments across social media, highlighting favourite elements of the show and jumping on popular TikTok trends. Fans were quick to call out the chemistry between Rhiannon and AJ, voice their growing obsession with Calam’s ‘soft boi’ charm, and celebrate their new favourite TV genre: Rhiannon covered in blood. To tap into these fan-driven insights, we created assets that leaned into these themes.

Anticipating key, resonant moments, we also developed a series of episodic clip pulls to share organically throughout the launch and sustain phases, ensuring platform-first, social-friendly content that kept fans engaged and eager for more.