Project Breakdown: Episode Content Trailers

When you have 1.4 million followers and over 100,000 pieces of in-app content, how do you drive traffic to a new release?

Leveraging Instagram’s 2021 affinity for short-form video content, I pivoted our product promotion into story trailers for our newest content releases on Episode. This required me to create a new development pipeline within our story team, in which I would directly collaborate with authors to get promotional footage. From there, I was able to create snackable trailers that were able to entice lapsed users into the app and to our original branded content.

This campaign drove an effective spike in impressions, with our reach generating a consistent 10% audience reach with every post, and noticeable sentiment spikes and interest in our original content. This tactic was also adopted by competitors and created an industry standard for content releases.