Our Favorite Highlights of the Summer I Turned Pretty's Marketing
Whether you are Team Conrad or Team Jeremiah, I think we can all agree that we are Team The Summer I Turned Pretty when it comes to their marketing!
The show's second season is currently rolling out every Friday on Amazon, and they have been putting in the work on the marketing front to reach their Gen-Z audience (and Millennials, too, we know you're watching 😉)
Don't worry, there is no season two spoilers here, but here are going over our favorite things about their marketing!
Collabs (Taylor's Verison)
Taylor Swift, American Eagle...we 👏 are👏 here👏 for👏 it 👏 Not only did they team up with TSwift, the queen of marketing herself for an exclusive sneak peek in their trailer of "Speak Now (Taylor’s Version)" and "Back to December (Taylor’s Version)," but they kept the momentum going with Taylor Swift features all over season one and two. In season one, they even put some of Taylor's songs back on the billboards, years after being released (talk about a beneficial collab for both parties!) This summer, they also collaborated with American Eagle in an exclusive clothing collection, to give everyone the TSITP look. The collaborations are amazing for reaching new audiences. Even further, they allow them to continue to connect with their current audience by bringing the sense of brand connection right into their life through clothing, fragrances, and jewelry. Here are a few of their other collaborations you can find around the market:
Skylar x The Summer I Turned Pretty Capri Fragrance
Local Eclectic x The Summer I Turned Pretty Friendship Bracelet Set
Fresh x The Summer I Turned Pretty Lip Set
Supergoop! x The Summer I Turned Pretty Glow Up SPF Kit
Sperry x The Summer I Turned Pretty Crest Vibe Sneaker
Community
TSITP has been actively engaging with its community both online and offline, creating a loyal audience through genuine connections. Jenny Han, the author of the book series, has played a significant role in the creation and marketing of the Prime Video series, nurturing and transitioning her book audience into fans of the Prime Video series. She's been involved with the promotion and making strategetic moves that are centered around the audience, but also approaching it in that 'relatable' conversational feel that the audience can connect to. One of our favorite examples of this is her YouTube Book Club, where fans had the opportunity to engage with her, ask questions, meet the show's stars through guest appearances, and even get exclusive freebies. They have also had pop-ups in cities across the U.S. and the stars themselves have taken a humbled approach with fans, joining in on coffee dates and volleyball games. All of it comes together to give the cast and show a genuine, tight-knit community feel.
Social Media (+ Experimenting with Socials!)
You've likely seen them all over your TikTok, Snapchat, and Instagram feed. We love their social strategy, which is definitely focused on starting the conversation and keeping it going. Their audience can't get enough of it (especially if you're in their broadcast channel...iykyk) But, something we also have to point out, they decided to test-drive Lemon8 for connecting with their Gen-Z audience! We love a marketing team that adds a little trial & error into their marketing and is always down for new trends.
We know that books into movies can be kind of a hit or miss, especially with passionate book fandoms like this one. Personally, we feel like they approached their marketing with strategy and intentionally, between their collaborations, community connections, and social media and that's majorly impacting their continued success.
Resume binging, everyone!
