HBO Max
A Good Look · Good Sense · Good Content
the challenge:
HBO Max needed to deepen its connection with Gen Z and young Millennials — audiences who were watching, but not engaging. The Max Pop social channels were created to build a dedicated community specifically for this group.
the strategy:
As the social lead, I developed a strategy built around specificity — instead of speaking to everyone at once, Max Pop would speak directly to younger viewers using their language, humor, and cultural touchpoints to highlight content that actually resonated with them.
the content:
We brought the strategy to life by developing a social voice that felt less like a media brand and more like friends DMing about their favorite shows, talent, and trends — 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.
