For the launch of Red Table Talk on Facebook Watch, we partnered with Facebook to engage fans in some honest, real, and emotional conversations. Starring Jada Pinkett Smith, her daughter Willow, and her mother, Adrienne, Red Table Talk is a one-of-a-kind talk show that invites fans into the Smith home for powerful discussions on important topics. And whatever the conversation, our campaign was designed to make fans feel like they too had a seat at the table.

CASE STUDY

GETTING REAL

Through a custom shoot with the women, we were able to capture content to introduce Red Table Talk to the world, starting with a trailer to launch our show’s channel.

FACEBOOK GROUP

Now that we had people talking, we needed to invite them into the conversation. Cue the Facebook Group Page. We drove fans to this safe space with custom videos that prompted healthy interactions and productive discussions.

WOULD YOU RATHER

Each week we created these compelling assets and posted them to our Facebook Group Page. From there, the fans took over and flooded the comments section with questions, answers and personal stories, driving further engagement.

COUNTDOWNS

To amplify excitement for the premiere, our countdowns teased key moments from the series using custom shot footage, custom animations and glimpses behind the scenes. These dynamic assets helped drive engagements and invited the whole world to join in the conversation.

FACEBOOK Q+A

These custom videos reintroduced the topics discussed on the past week’s episode and allowed fans to post their own questions for the cast to answer.

DIGITAL DISPLAY ADS

Red Table Talk, an inspiring and engaging talk show on Facebook Watch, was carried through with a comprehensive and interactive social campaign that invited audiences everywhere to participate in the conversation themselves.

By consistently highlighting the amazing hosts, celebrity guests, and relatable topics, we sparked awareness, continued to build our community, and successfully positioned Red Table Talk as the evolution of talk shows.

We invigorated the community and built broad awareness with our trailer that teased upcoming hot topics, revealed celebrity guests, and invited newcomers to join the Facebook Group community so that they could take part in the conversation themselves.

We capitalized on all the fan love by creating a unique accolade piece that incorporated both critic reviews and comments from our adoring, and ever-growing, Twitter, Instagram, and Facebook communities.

Finally, we helped our amazing and supportive community feel like a real part of the show by including actual user comments and group conversations in videos that proved the discussions don’t end when the episodes do.

Every episode of Red Table Talk is filled with powerful words and inspiring quotes. Our weekly quote cards highlighted a line from each episode that stood above the rest. Some quotes were wise, some were motivational, and some just made us think. But every quote served as a talking point for community engagement.

From a fun video that highlighted one of Jada’s favorite phrases to a fan appreciation video that celebrated our 1 million followers, various pieces of supporting social content kept fans engaged throughout our entire campaign.

Agency: Ignition Creative
Client: Facebook Watch
Role: Art Director