Case Study: HBO Max achieves 99.8% retention and 10K+ superfans with Community

HBO Max's Pretty Little Liars Community Campaign Boasts 99% Retention Rate and a Shorty Award

HBO Max used Community to promote the Pretty Little Liars reboot and build a highly engaged audience of superfans ahead of the July 2022 premiere. The challenge was to authentically engage fans, drive tune-ins and viewership, boost HBO Max subscribers, and encourage word-of-mouth marketing.

Using Community’s engagement platform, HBO Max sent in-world text blasts, segmented content by cast-member interests, ran Twitter watch parties, giveaways, and AMAs, and used response clustering to scale fan replies and share exclusive talent videos. The campaign acquired 10K+ superfans, achieved a 32%+ CTR and 99.8% retention rate, and helped drive increased engagement and overall viewership for HBO Max.

HBO Max