Facebook watch / Red table talk
BACKGROUND///
Red Table Talk, on Facebook Watch, features Jada Pinkett Smith, her daughter Willow Smith and mother Adrienne – three generations of women, opening their home for a series of candid conversations with family and friends.
A big part of Facebook’s strategy around Watch is to create synergy between the programming and Facebook groups. Based on the show having a truly viral moment with fans, this was a top priority kicking off the Season 3 launch. The new approach was laser focused on fan engagement through every access point.
To bring the audience into the conversation, our three generational voices celebrate the show as they fill in the __________ , a Red Table Talk version of the Proust Questionnaire. The launch campaign captures the spirit of unfiltered conversations and inclusivity that have made the show Facebook Watch’s biggest success. Words matter. Listening to each other matters. This overarching concept was explored in executions through the digital campaign, show packaging and OOH.
Facebook found its golden ticket in Red Table Talk in 2020. Having amassed 7.1 million followers, Red Table Talk is now among Facebook Watch's biggest shows by that measure; episodes regularly rack up 5 million or more views. Due to the runaway success of the series, Facebook is refining their programming strategy in 2021 by investing more in reality content versus scripted series.
Packaging | Digital | OOH - Design Directions for Season 3
