It’s hard to get someone’s attention in December given the flurry of holiday hustle and bustle—not to mention the blizzard of seasonal programming. But the Crown Media team has “Countdown to Christmas” social media campaign in the bag—holiday gift bag, that is. The annual programming stunt once again saw total engagements increase over the previous year, thanks in part to a clever influencer campaign that targeted a group of diverse mom, women, lifestyle influencers. Also helping were live Facebook and Twitter chats with key cast members and social media covering Candace Cameron-Bure and John Brotherton at a holiday building wrap-up event that helped promote their movie, “The Christmas Contest.” The team also worked with PR to feature live social coverage of Hallmark Channel’s “Sing-Along Drive-Thru” screening event. It was a given that there would be live tweeting during every Saturday night movie premiere, which drove tune-in and engagement as well as got each movie’s hashtag trending. Sprinkle in some sweepstakes and the launch of the Hallmark Channel TikTok, and you have some real holiday social media magic.

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