Hallmark Media’s social team rolled out compelling content to invite fans to watch a new program. That campaign posted 429 million impressions and 1.8 million engagements, but the momentum carried throughout the season with #TheWayHome trending every night of an episode’s debut. Hallmark also used influencer campaigns for watch parties that scored up to 98,000 views on TikTok reels, which combined with creative polaroid frames, bingo games, phone backgrounds and quizzes on Instagram stories for enhanced fan interactions.
