Germany Shore Season 2

After the great success of the first season of Reality Shore, season two was approved with a new name "Germany Shore". And of course a new fresh cast was needed

One thing all Shore Formats have in common is, that some members of the old season are recurring. So the challenge was not to just build a new cast, but also to bring the most promising people from the last season back. A special Germany Shore rule, is that 50% of the cast have to be Swiss

Also with the Diversity & Inclusion Policy from Paramount Plus, I was in charge to have an eye on cast diversity. Since Germany Shore is not a Dating Show, this does not only include POC's but also the LBGTQI+ spectrum.

On client side, I was scouting, calling and casting potential cast members and build the final cast together with the team.

As head of Social Media, before Production I was scouting for a freelance team with high affinity to Social Media, too help me produce content on the additional Social Media Days. Together we put together a production timeline and content lists

Also I was helping the marketing team as a Production Manager for the Key Art shooting, since I know the Show Producers, Set and Cast best from team.

During the production of the Show, I was on set producing content for all our Social Channels - e.g. BTS Content on outside shootings and exclusive insights to the villa. I also coordinated the shooting for press pictures and produced the Beauty Shots for additional cast members, that made it into the final cut of the show.

After the main shot, my team had organized two additional Social Media days - for Creative Content and the shooting of the key art. My role was head of Social Media, but I was also heavily involved into the production of the key art shooting and the well being of the cast, since there had been high tension at the end of the shooting days.

Flexibility again has been the key element, since the Villa had already been built back during the shooting and the weather and cast moods had been unreliable. But after all worries, we had done two versions of the key art and 60 additional social media assets.

In the 5 month between shooting there where 3 important points:

Keeping in contact with the cast to ensure theri wellbeing

Strategies how to explain the namechange to the audience

Strategies how to push the audience to get Paramount+, a completly new plattform in Germany

I was in charge of the channel strategy, editing content and copywriting captions. Our focus was on Ultra Short Form content, that we could mirror on Instagram and TikTok. We planned 5 - 6 posts every day over 7 weeks, plus additional storys. I was also handling community managing and reporting to the higher ups.

Since there was no additional Influencer Activation, we had a third party company produce Reaction Content for YouTube, which I casted and approved befor roll out.

I also supported my team with the planning of the paid ads campaign for the show.

In our forecast we had aimed for 40k Instagram follower (we started at 19k) after the airing of the final episode we had 55k and counting. Also Germany Shore was the main local P+ Original new subsciption driver. There was no additional out of home marketing campaign. All drive came through Social Media.

In the end our total numbers where:

IG: > 53 Million

TT: < 40 Million Video Views

YT: < 2 Million Video Views

Last but not least I was heavily involved in the production of the reunion episode of the season. Since Social Media is monitoring the casts action after the show, I was always up to date on all events and involved in the editorial for the episode and host briefings. I was also managing the cast befor and up on arrival.