To position Sacred Lies as the newest must-see series on Facebook Watch, our campaign built upon the series’ suspenseful tone and took audiences on a deep dive into the secrets of the Kevinian cult and its sole survivor. With powerful content pieces like countdown and accolade cards, character teases, and a custom 360º video launched in partnership with Oculus Go at San Diego Comic-Con, we invited fans along this hopeful journey of self-discovery and kept them wondering: what happened to Minnow Bly.

SOCIAL CAMPAIGN

WHAT HAPPENED TO MINNOW BLY?

LOOK FOR TRUTH - SAN DIEGO COMIC-CON

To set the stage and build awareness, we coordinated a custom shoot and created a cryptic Facebook 360º video. We also partnered with Oculus Go for a live demo at San Diego Comic-Con, inviting fans to explore the world of Sacred Lies with mysterious dialogue and key landscapes. But we didn’t stop there. We continued to drive momentum by launching the official Facebook Group page, coordinating an Instagram talent takeover, and posting live coverage of the supplemental stunts. From a Sacred Lies Escape Room to staged actors dress as cult members and roaming the grounds, fans were hyped to learn more about Sacred Lies and tune-in to uncover the mystery.

FACEBOOK GROUP

Our Facebook Group became a safe haven for fans to share their theories and work together to uncover the mystery. Group members quickly grew into superfans (even dubbing themselves as “Keepers” to align with the show’s characters) — and we paid attention. As a result, we optimized our social content with open-ended discussion questions, engaging polls, and weekly episode teases. And to keep our community hooked throughout the finale and beyond, we even reposted content from the talent, developed custom engagement posts, and hosted Facebook Watch Parties complete with live prompts to encourage fan engagement and re-binging.

CHARACTER PIECES

Using double exposure graphic overlays, we fueled fans’ curiosity about the characters in Minnow’s inner circle and the complex layers of their individual stories.

CULT DAYS

The cult changed Minnow forever, and this haunting video series captured its ominous prophecies. Paired with compelling sound bites, we teased the narrative using key props to reveal the show’s darker, unsettling themes: manipulation, anger, and pain.

COUNTDOWNS

We drove anticipation for the series as the premiere date approached with dramatic countdown cards captured at a custom talent shoot.

MINNOW’S JOURNEY

Who can she trust? And who will she become? To bring together the puzzle pieces, we featured Minnow’s mesmerizing cleansing ritual, shifting relationships with different characters, and intense flashbacks — juxtaposing her traumatizing past with the uncertain future.

SUPPLEMENTAL CONTENT

To sustain fan excitement and deepen the mystery, we created an Instagram carousel, weekly episode teases, and quote cards that explored relationships and motivations while encouraging fans to question what’s happening and what they believe. And when they posted their reviews in the Facebook Group, we featured our favorites in custom fan accolade pieces.