To promote the return of The Client List, which features Jennifer Love Hewitt and had its season two premier last night, Lifetime has been running a unique “Month Of Love” campaign. The campaign makes use of the The Client List’s Facebook page, the Lifetime Twitter feed and YouTube channel as well as Jennifer Love Hewitt’s Twitter feed, to keep the dedicated fan base active to raise awareness of the premiere among new viewers.
Focusing at first on Jennifer Love Hewitt – hence the name “The Month of Love” – the campaign began with amusic video promo that has been viewed 1.1 million times in a little more than a month. Love Hewitt has also been tweeting non-stop in support. In addition, Lifetime has enlisted influential beauty, fashion and mom blogs to give away “Catch-Up” packs that include the first season of the show on DVD along with a custom-made blanket, so that potential fans could catch up.
The campaign is culminating with a Facebook sweepstakes designed to seed a video clip among fans’ social networks. The sweepstakes allows users to create their own ‘client list’ of friends who’ve watched the video to help them better their chances of winning a grand prize of $1,000. Other prizing includes a TV, a camera and gift cards. Another Facebook activation is a quiz for the show’s fans.
Lifetime has also devoted its own resources to promoting season two, creating a full-page Client List takeover of its YouTube page.