SERVPRO x The Walking Dead: Dead City
SERVPRO’s Ambitions
In 2023, SERVPRO and AMC Networks collaborated on a custom content campaign across AMC Linear, Social & Digital to drive mass awareness of their clean-up and restoration services by aligning with the highly anticipated premiere season of The Walking Dead: Dead City.
The Action
Partnering with Buntin Group, AMC produced multiple pieces of custom brand creative for SERVPRO that aired in and around Dead City + Show Me More: Dead City of the iconic TWD franchise on AMC linear, plus was amplified across official TWD social pages with special content featuring SERVPRO’s brand ambassador “Test Director Rick”.
Results
SERVPRO SOCIAL CAMPAIGN OVER-DELIVERED ON IMPS:
• Over delivered on our guaranteed goal of 17.5M IMPS by +5% with an approx. total of 18.4M IMPS for seven (7) sponsored TWDU Facebook posts, five (5) sponsored TWDU Instagram posts + two (2) sponsored TWDU TikTok posts.
• The social campaign delivered a total of 167K ENGAGEMENTS across all fourteen (14) sponsored social posts.
SERVPRO OUT-PERFORMED INDUSTRY SPONSORED NORMS DURING CAMPAIGN:
• 137,680 TOTAL ENGAGEMENTS across seven (7) TWDU Facebook posts
• +50% higher engagement on FB vs. the TV sponsored norm
• 23,933 TOTAL ENGAGEMENTS across five (5) Instagram posts
• +12x higher engagement on IG vs. the TV sponsored norm
SERVPRO’S CAMPAIGN TOPS PARTNERSHIP RANKS:
• On Instagram, SERVPRO x TWD is the #1 OVERALL MOST SOCIAL TV PARTNERSHIP YTD.
• SERVPRO’s five (5) sponsored posts rank as the Top 5 most social TV sponsored posts during the campaign period.
• On Facebook, SERVPRO x TWD is the #2 OVERALL MOST SOCIAL TV PARTNERSHIP during the campaign period.
SERVPRO CAMPAIGN WIRTH TWDU DROVE BRAND LIFT:
Engagement with SERVPRO x TWD sponsored posts out-perform SERVPRO’s own social posts by…
• +82x on Facebook
• +735x on Instagram
NOTE: SERVPRO is minimally active on Instagram, only 10 posts in the last year, averaging 37 engagements per post. The bullet above indicates how partnering with a TV network/program is significantly more impactful than an advertiser posting on their own – especially with the fandom behind TWD.
