With Siesta Key back for a second season, we were challenged to find a way to secure new audiences while also maintaining our current fanbase. By working as part of a small team, I was able to participate in every phase of this campaign.
To tap into our new target audience, we approached our creative from a much darker place than past seasons. I sourced the song for this campaign which laid the groundwork for this darker direction and ultimately convinced our execs to greenlight this very different approach to Siesta Key. By creating a campaign that focused on eliciting a feeling, we were able to achieve high viewership and expand our audience.