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FX's American Horror StoriesSocial Campaign
FX's American Horror Stories Social Campaign
The Halloween season set the scene for FX’s American Horror Stories season three to haunt social feeds with a star-studded cast and a bone-chilling array of scary stories featuring urban legends and nightmare-inducing monsters.
As part of our ongoing partnership with FX, we helped develop the American Horror Stories social tone to embody what fans crave: a perfect blend of the playful and the chilling. Our goal with this campaign was to reach a younger, meme-savvy audience and bring Gen Z into the fold alongside the series’ established cult following.
We embraced the twisted and terrifying while still maintaining the ironic, self-aware edge that fans have come to expect. “Who’s Creeping Under Your Bed?” received 46.7K likes and over 1K comments on Instagram, making it one of American Horror Stories’ top organic posts.
We took over social media with bespoke content streams, from intense, haunting, and entrancing AV edits highlighting the most hair-raising moments to cast collaborations and endorsements from fan-favorite talent. We leaned into Debby Ryan as the unofficial face of our campaign, tapping into her massive Gen Z following from her Disney past.
We worked closely with the cast to create shareable videos for fans featuring season three’s new talent, familiar faces from past seasons, and notable FX alumni. AHS fans are always hungry for chilling new content, so we posted in collaboration with talent channels for maximum impact.
Going behind the scares, we played into our fanbase’s morbid curiosity by showing season three’s monsters in their human form — getting in and out of character in the makeup room, learning their lines, and keeping a visual log of their daily set experiences.
For a little comic relief, we turned horrifying imagery into darkly relatable memes. We heavily featured our unsung hero, Alice, and the former Fonz himself, Henry Winkler.
Spiraling deeper into the unhinged world of meme culture, we kept our content on-trend by creating our own version of the “Gen Z writes the marketing script” format. We even recorded custom sound bites with the voice actor who has done every AHS trailer to date.
To bring fans further into the madness of the new season, we created interactive IG stories that put them face-to-face with their fears. We invited viewers to find out what was lurking behind the door of their choice, transporting them to a ghastly scene from the corresponding episode.
As the Halloween season came to a close, our social content continued to make an impression with over 10M views, 508K likes, 62K reshares, and countless nightmares.