Insecure (HBO) - Celebrity/Fan

When Issa Rae brought her incredible talent and unique voice to HBO with Insecure, it was clear the social strategy would require close collaboration with the cast and crew. All activations were designed to facilitate their connection with fans leading up to and throughout Season 1.


  1. Issa came to HBO with a strong following. As a way to reward her fans and introduce her to the HBO community, HBO had her break a personalized video introducing the series, along with key assets such as the trailer and key art poster, via her personal and Awkward Black Girl social profiles.
  2. HBO then followed by engaging the rest of the cast and coordinating a social media (Insecure and HBO brand profiles) and press push for additional awareness.
  3. To help give fans a taste of Issa's new work and get them excited for more to come, HBO made the first Insecure episode available on HBO NOW ahead of the linear premiere. Issa also recorded a special personalized video for this, announcing this via her profiles (with additional HBO and talent support to follow).
  4. To eventize HBO's Insecure Block Party in New York and engage those who couldn’t attend, Issa created a special #InstaStory, sharing behind-the-scenes peeks of she and the rest of the cast getting ready throughout the day and posting photos/videos of various event aspects - including screenings, food stands and performances by musicians featured in the series - throughout. (HBO then helped promote and elevate her story, as well as our own, from the Insecure and HBO Brand social profiles.)
  5. At the Insecure Los Angeles premiere, HBO leveraged a Twitter mirror (complete with custom frame) and #InstaStories to share photos and videos of the cast speaking to the series and their own personal insecurities. This encouraged talent to document their own experiences, both at the premiere and after-party to follow.
  6. Beginning with the Insecure linear premiere, the cast and crew live tweeted with fans during every episode, something fans, influencers and even media outlets looked forward to and engaged in. HBO created custom assets to help them promote in advance, and helped elevate their anecdotes in social throughout.