Goosebumps

Saylor was brought on by Disney to kick off “Spooky Season” with the launch of a major new title: Goosebumps. Our team developed the creative, strategy, and voice for the social campaign.

The television series (based on the iconic book series by R.L. Stine) is darker in tone and more mature than previous Disney+ content. This provided both creative opportunities as well as interesting challenges for our team when developing the voice and strategy. Saylor was tasked with creating a spooky (but not scary) tone that would appeal to both nostalgic millennials as well as new, younger audiences.

The series was a hit and the first episode premiered with 4.2 million views in the first three days of streaming. It was also ranked #8 for digital audience rating across all competitor streaming programs. 

Across social, the campaign garnered 125M+ impressions, 118M+ video views, and 2M+ engagements from excited fans who couldn’t get enough of the scary good new series. We experienced a +56% increase in follower growth on TikTok and a +120% follower growth on Instagram since the start of the campaign.