The Boys Season 3 & Always-On Social
February 2022 – May 2023
Agency: Movement Strategy
These Boys ain’t exactly Superman.
To do the bloody, boundary-pushing satire justice, it wasn’t enough to simply build hype.
The Idea
Make The Boys social an essential, explosive part of the storytelling
We developed in-world and promotional content for The Boys and Vought International, blurring the line between marketing and storytelling.
The Boys social persona captured the darkly profane yet playful Butcher voice (Cockney accent and all), while remaining juuuuust palatable enough for social audiences.
👆…if you consider a supe orgy palatable.
The Vought accounts took a cue from Fox News, among others—a painfully toxic and out-of-touch conglomerate chock full of cringe propaganda directly inspired by current cultural events.
For Season 3, we upped the ante to match the rising stakes, volatility, and cultural relevancy of the show itself.
If you weren’t following along on social, you were missing part of the action.
Results
Drove 817K new followers across platforms during the campaign window.
Generated 16M total engagements through organic, always-on, and launch content.
Delivered 505.7M organic impressions, significantly amplifying reach without paid support.
Sparked 16,292 social mentions, reinforcing cultural relevance and fan participation at scale.
Role & Leadership
Led the social voice across always-on and Season 3 campaign moments, ensuring creative aligned with the show’s TV-MA edge.
Developed copy and concepts across pre-launch and launch phases for The Boys and Vought International social channels, driving sustained buzz, fan speculation, and real-time engagement.
Shaped campaign execution by leveraging our unique position as a socially- and politically-satirical franchise to push the boundaries of social marketing.
