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sistas Season 9 Campaign

 

My work on Sistas allowed me to build a high-performing social ecosystem for one of BET’s standout scripted series. I co-led the season-long creative strategy, producing episodic content and shaping the show’s digital voice. Blending the narrative-driven storytelling with key moments and cultural topics helped navigate significant engagement, strengthen fan loyalty, and elevate the show’s presence across social platforms.

 

Using episodic clips with trends: left image (link); right image (link)

Sistas mid-season watch party with cast recap video (link)

Cast-driven content: Moderated an IG live (link); produced social-first concept pre-season rollout (link)

 

POV concept nodding to the character’s arc and episodic theme,
utilizing trending sound (link)

Created a meme derived from a popular TikTok trend/sound as a workaround around legal permissions (link)

 
 
 

Overview

For the full ninth season of Sistas, I led the organic digital marketing strategy and social production, shaping how the series showed up culturally across Instagram, TikTok, Facebook, and X. The goal was to evolve the show’s social presence from a promotional channel into a fandom-driven marketing engine that increased weekly tune-in, sustained conversation, and deepened audience loyalty.

The Challenge/Task

Despite a loyal fanbase, Sistas needed a refreshed digital approach to reflect audience behavior and platform trends better. The social ecosystem required stronger episodic storytelling, clearer hooks to drive retention, elevated cast visibility, and content that converted casual viewers into consistent weekly watchers.

Strategic Approach:

I focused on building a season-long content and audience growth strategy designed to extend storytelling beyond the episode and keep fans emotionally invested between airings.

Key strategic pillars included:

  • Narrative-led, character-first content structured around season arcs

  • Platform-specific creative designed for retention and shareability

  • Emotion-driven micro storytelling that functioned like mini-episodes

  • Ongoing performance analysis to optimize tone, cadence, and formats

My Role

Led full-season organic social strategy and weekly rollout

  • Produced episodic vertical video, memes, highlight clips, and character-driven posts

  • Oversaw voice, copy, and community engagement across platforms

  • Partnered cross-functionally with editors, show teams, talent, and marketing stakeholders

  • Activated real-time premiere-night posting to capture live conversation

Results

  • +338% increase in video views

  • +109% lift in engagement

  • +179% increase in minutes watched

  • Reached over 800K followers on TikTok and over 600K followers on Instagram.

Impact & Takeaways

By anchoring the strategy in emotion, character, and audience behavior, Sistas remained one of BET’s top-performing scripted properties digitally. The campaign demonstrated how narrative-driven, data-informed marketing can transform social platforms into sustained audience growth engines.