BETTER CALL SAUL
We’LL BE HONEST…
The pressure to follow up our Webby-nominated Season 5 campaign for Better Call Saul was enormous. It was clear Saul’s explosive final season deserved an even more engaging, record-breaking campaign.
We were blown away by the results.
In the infamous words of Walter White, “let’s cook.”
HOW TO VIDEOS
Our social-exclusive “How To” videos from Season 5 were some of the most engaged-with content in Saul history. Our beloved characters taught viewers everything from “How to Tie a Tie” to “How to Make a Taco.”
How could we up the ante for the final season? This time around, we partnered with the Better Call Saul writers themselves to film tutorials directly influenced by upcoming storylines.
Why in the world would Howard Hamlin be teaching people how to box? Does Kim’s fate include copywriting? These videos were released as in-season teases, in hopes our attentive audience would start hunting for Easter eggs. And boy, did fans take the bait.
2.1M
ORGANIC VIEWS (IG)
2.6M
ORGANIC VIEWS (YT)
Even Mike Ehrmantraut would be impressed!
ANOTHER SATISFIED CUSTOMER
This was the most successful UGC campaign we’ve ever seen in our careers, let alone on Better Call Saul!
BCS fans were asked to submit a testimonial of themselves “in character” as loyal clients of Saul Goodman, thanking him for his representation. It was a fun opportunity for fans to get involved and flex their acting skills, but we knew it might be a high barrier for entry for most.
150
PROJECTED SUBMISSIONS
860
ACTUAL SUBMISSIONS
Yes, you read that right. And yes, we watched every single one of them!
The end result was a hilarious Saul Goodman testimonial, featuring Bob Odenkirk and a handful of fans who are now officially in the canon of Better Call Saul.
Thanks, Saul Goodman!
CAST CONTENT
Credit where credit is due — our actors were mind-blowing on screen this season. (Sometimes literally.) It speaks to the entire cast that they also went above and beyond for our social exclusive concepts as well.
To kick off the pre-season campaign, the cast read scenes from the upcoming season. But in typical Saul fashion, we couldn’t resist having a little fun. These Redacted Script Readings were all we were allowed to divulge in advance. Fans were equal parts “AHHHHHHHHHHHHHHHHH” as they were “I love these lol,” leading to…
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ORGANIC VIEWS (IG)
The pre-premiere campaign focused on more than just teases; it also gave audiences the opportunity to spend some extra time with the actors they have known and loved for six seasons.
We made time for our cast to sit down with one another, for a more intimate Actors Asking Actors Q&A. Then, we tested who could most accurately tell their character’s story arc in less than 60 seconds, in the new series, “What’s Your Story?”
Saul Goodman himself (Bob Odenkirk) even helped sell this totally real VHS Box Set of Saul Goodman’s greatest moments.
It wasn’t all hard work. As an homage to Saul’s nail salon back office, our Self-Care Fan Questions allowed the actors to sit back, relax, and answer some burning fan questions!
IN-SEASON CONTENT
Then, our challenge became creating in-season content that would keep fans engaged and talking about Saul week after week.
The goal was to be reactive — quick enough on our feet to recognize what people were talking about after each episode and join the conversation, just like fans of the show.
But nothing excited fans more than the episodic title posters. Every Sunday morning, dedicated fans waited to comb through the posters for hints about that night’s episode. They were even talked about on the official Better Call Saul podcast.
Within seconds, fan theories and Reddit threads ran wild.
SAYING GOODBYE
….is never easy. As Saul’s final chapter came to a close, we made sure to dedicate social content to giving the Saul fans the closure they deserved.
With the help of the show’s Props department, we created Gene-style shoeboxes, containing each character’s iconic props from the show’s run. The actors reminisced in this series we called “Shoebox Reflections.”
The cast was also given the opportunity to thank their loyal fans and address the numerous crew members that they’ve worked with for the past seven years. (And yes, we made Jonathan Banks cry.)
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ENGAGEMENTS (ALL SOCIAL)
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ORGANIC VIEWS (ALL SOCIAL)
FOR YOUR CONSIDERATION
The Season 6 social campaign extended way past the series finale — we made a major push later in the year as part of our awards season For Your Consideration campaign.
Better Call Saul stayed relevant during awards season with unique social content that celebrated the incredibly talented cast and crew.
Although Better Call Saul is now 0 for 46 in Emmy wins (a travesty!), we did our part to keep the show and its cast and crew the conversation.
THAT’S SAUL, FOLKS!
It’s not often you see enormous growth across social handles during the sixth season of a series. This season’s social content energized a fan base that could have easily laid dormant, and fostered week-to-week conversations that were as important as watching the show itself. It was a hell of a final season, reflected and magnified by an enormous social presence.
+383.9K
NEW INSTAGRAM FOLLOWERS
+201.8K
NEW FACEBOOK LIKES
+165.2K
NEW TWITTER FOLLOWERS
We’ll leave you with an invaluable video tutorial — axe murderer Lalo Salamanca teaching you how to make friends with anyone.