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Case Study: USA Network achieves 5X launch reach and 30M+ video views with Facebook
A Facebook Case Study
USA Network - Customer Case Study
USA Network needed to build awareness and turn viewers into passionate fans for its new series Mr. Robot. Facing the challenge of reaching new, targeted audiences ahead of the TV premiere, the network aimed to drive sampling and tune‑in through scalable digital and social channels.
They ran a social‑first campaign on Facebook and Instagram—teaser videos, carousel ads, seeded and lookalike audiences, brand‑lift testing and real‑time optimization, and even released the pilot online to spark conversation. The effort delivered 5x the reach of an average TV launch, 38% incremental reach versus TV alone, 2x higher likelihood to tune in among engaged users, and over 30 million video views, helping secure the series’ renewal before broadcast.
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USA Network
Alexandra Shapiro
EVP of Marketing