HBO - Euphoria
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France
Season 3's premiere became a real-time cultural moment for Gen Z through creator reactions and native storytelling.
Creators
Balanced Reach
Share of Voice
🗣️
Gen Z
👀
Impressions
⚡️
CTR (on creator assets)
THE BRIEF
Turning a Gen Z series premiere into a cultural moment
For the release of Euphoria Season 3, HBO aimed to generate strong awareness and cultural impact around one of the most anticipated Gen Z series of the year, eventually turning the release moment into a cultural event.
THE STRATEGY
A two-phase campaign blending creator reactions and series-inspired looks
The campaign ran in two phases: first, creators shared their authentic, real-time reactions to the episodes; then, the brand extended the campaign with looks inspired by the series, bringing its universe to life through fashion and culture.
To stay natural on BeReal, HBO combined creator content with series footage adapted to the platform’s codes. All content used the front/back format, with a simple, native approach designed to blend naturally into users’ everyday lives.
THE OUTCOME
Creator-led assets doubled click-through rates
The campaign successfully turned Euphoria Season 3 into a real-time cultural moment on BeReal, generating 2.5 million impressions and reaching the Gen Z audience, with two-thirds of BeReal's users being ages 18–34. Creator-led assets significantly outperformed standard formats, achieving a 0.94% CTR and 2x higher click-through rates than standard formats, proving the strong effectiveness of creator-driven performance on the platform. Overall, the activation demonstrated that turning audience reactions into native content can dramatically amplify engagement and cultural resonance, making Season 3 a shared, real-time experience across millions of BeReal users.
