Case Study: HBO Max boosts Gen Z viewership for Friends Reunion Special with Digital Media Management

HBO MAX drives 3.7M organic impressions with Digital Media Management

HBO Max partnered with Digital Media Management (DMM) to increase awareness and viewership of its Friends Reunion Special, specifically targeting a Gen Z audience.

DMM executed an influencer campaign utilizing 16 paid influencers who created 75 content deliverables, alongside an additional 37 non-paid influencers. The strategy included custom events and mailers, resulting in 3.7 million organic impressions, 360,000 engagements, and 952,000 video views. An additional 3.9 million impressions and 426,000 engagements were tracked from added-value posts, successfully driving significant viewership for the HBO Max special.

HBO MAX