hbo max
social strategy / content direction
the challenge:
HBO Max needed to strengthen its connection with Gen Z and young Millennials. The Max Pop social channels were created to build a dedicated community for this audience.
the strategy:
Instead of speaking to everyone at once, we created a space specifically tailored to younger viewers—using their language, humor, and cultural touch points to highlight content that resonates with them.
the content:
We developed a social voice and content approach that felt like friends DMing about their favorite shows, talent, and trends—making the channels feel personal, playful, and culturally fluent.
the results:
In the first 9 months post-launch, Max Pop saw an 18% follower increase, 37M+ organic impressions, and 2.4M+ organic engagements.
