A+E Networks produced a UK version of the hit US show Dance Moms. The brand new show on Lifetime was aimed at reality TV fans, and had a heavy social media focus to engage viewers and build anticipation for the launch episode. The integrated campaign ran across on-air, social media, print, outdoor and editorial.

The launch was a big success for the network. Dance Mums trended #4 on Twitter, generated over £600k of media coverage, and was the most talked about campaign ever to launch on A+E Networks UK. The branding and launch spot were nominated for PromaxBDA Global Awards in the best logo and best reality show categories.

Sizzle reel showcasing the cross media campaign created to launch Dance Mums on Lifetime.

As well as a specially shot launch spot, a full suite of on-air branding was created to take over the channel. Including idents, bumpers and long form promos featuring the characters and building anticipation for the show premier.

A full DOOH campaign was developed including multiple large scale sites in London and Liverpool rail stations and roadside billboards.