American Dad S18

American Dad S18

To create excitement for the Season 18 Fall premiere following a brief hiatus, we had the character Francine “hack” our Instagram. While the American Dad account typically operates from Roger’s perspective, we decided to shift the spotlight to Francine, capitalizing on the recent love for her character. By refreshing our feeds, updating bios, and sharing custom creative as if Francine was posting, we invited our fans into the heart of the family drama, breaking the fifth wall. We tapped into trends and conversations that resonate with moms like Francine on social, creating engaging content including duets on TikTok with back-to-school moms to add a lighthearted touch to navigating the challenges of parenting. This took the activation even further across social platforms leading to more engagement and conversation. 

From back-to-school excitement to Thanksgiving, Halloween, and Christmas festivities, we seized every opportunity to connect with our audience. We created a diverse array of content, ranging from custom Reels to hilarious tweets to showcase the beloved characters and guest stars. Overall, from significant social milestones to daily doses of engaging creative content, Season 18 was full of everything our fans loved.

The numbers speak for themselves, showcasing a remarkable 655% increase in audience engagement across platforms, as well as a substantial rise in both video views (36.4M a 77% y/y growth)  and impressions (84.5M a +1.7 y/y growth) . All the more impressive, this achievement comes after a successful run of 18 seasons!

Role: Art Direction