Kirstie Alley’s Big Life,” a real-life series that chronicles the extraordinary life of Golden Globe and two-time Emmy winner Kirstie Alley from her journey with her weight loss program to her life as a single mother trying to raise two normal teenagers in the Hollywood spotlight.
Our primary campaign objective was to generate mass awareness and drive tune-in to the premiere of Kirstie Alley’s Big Life. The demographic target was Adults 25-54, with a female skew (64%) and a median age of 38. The secondary target was moms.
Bolstering efforts in print, outdoor, radio and on air, A&E developed a robust digital campaign which included several innovative online components to help launch the series and reach the target. To grab extra attention, we created dynamic, high-impact “Kirstie bumping units” for our rich media banner creative. The units featured Kirstie’s voice and likeness, and succinctly complemented the larger campaign creative. Media partners included TVGuide.com, Oprah.com, UsWeekly.com while roadblocks dominated EW.com and YouTube in the days leading up to premiere.
