At the start of 2021 the decision was made, to bring the successful Shore Franchise to Germany and Switzerland, as its first local Reality TV Production. With a new show airing, a new Social Media & Marketing Strategy has to be found

Working together with Marketing, it was my responsibility, too create all the new Social Media Channels, make sure there is enough content to fill it and handle the Posting Plan and Roll Out.

Since this was the first season and all during intense Covid times - Marketing and Social Media did not get involved for a while. So when we got involved it was already time, to discuss Casting contracts and what we needed to be written for Social Media needs.

And then it got on planning for budget, content and agencies and timetables for the 2 extra shooting days we had on Crete.

The show was produced on Crete, and as Social Media Manager I was on Set, sneaking behind ENGs or on Set during breaks, to capture as much Content as possible - weather it was just small BTS moments or already planned out content pieces for TikToks or Stories. Also I was already starting to help supervise the talents, so we would get to know each other for our further work together

When the official production was finally wrapped, Cast was tired and moody - it time for my team to get up too speed. We had planned out a tight production plan and had gone through all assets and creatives we wanted - as Head of the Team, I was responsible to check that everything was getting done and up to our standards. Along with Social Media, I made sure that the Visual Team around the Key Art shooting had everything they needed and Cast was doing their job - since I knew them and the set already.

Reality Stars can be tricky to handle, so while checking camera screens, lighting and set design - I was also holding hands, keep them away from drinking, organized tissues and cigarettes to "bribe" some of them to do their Job. Despite all and the 40C degree heat, we managed to get all the planned assets and every talent in front of the camera for the key art.

At the end I briefed the Cast on the Social Media Do's and Dont's and then left the set behind, while closely monitoring their Social Channels for the next month

In the following month, I was closely supervising the post production and started to cut our own content out of the Show Material, that as always got delivered very late to our Team. Our Agency where responsible for all the big content pieces and I did smaller stuff for Stories, Memes and short pieces.

We also realized that one of the talents who had to leave set early, was really eager to produce content - so we invited her for another shooting day. Since at this point I was the first direct point of contact for the cast, I organized the shooting with talent. We brainstormed a few additional formats and checked budgets and then got to work.

Next to all the Post Production stuff had to monitor the Casts social media activity and discuss various red flag postings with them. I also started briefing them on the planned roll out and with all important dates and footage

After getting our blue check marks for TikTok and IG we started planning a big media campaign, since this channels were starting from scratch. I monitored the budget and then scouted an amazing agency, who took over for all the analytical stuff. We provided them with the assets (cut by me and another Freelancer).

The campaign ended up having up to 8M impressions!

And then it was time to go live - we had made a tight Posting Plan, starting two weeks ahead of airing on SVOD and ending after the airing on linear. During the airing on SVOD we planned up to 4 postings a day on IG (mixed content: reels, pictures, long and short form videos and stories) and two on TikTok to be consistent.

We also used the at this point new Co Author feature from Instagram a lot, to bring in the followers from our well know cast members. Also we got highly invested in Community Management to bring up the number of comments.

When our posting frame ended, we where super excited with the results:

Instagram 21k follower

TikTok 10,1k follower and a few viral videos, one with more than 1M views