Good Trouble Campaign | Hannah Ter Vree

Freeform

GOOD
TROUBLE

Final Season Campaign
Role:
▸ Senior Producer
▸ Copywriter

We opened with a focused teaser that picked up directly from the previous season’s cliffhanger, centering the emotional moment and posing the key question: who got shot? The restrained, high-impact approach immediately re-engaged fans and created urgency.

Instead of launching with a full-season trailer, we rolled out a “this season on…” piece for the first half, holding a more expansive, event-driven trailer for the second half to sustain momentum into the finale.

To unify the ensemble, we anchored the campaign in a central theme—“Troubles come and go…family is forever”—allowing us to connect multiple storylines into a cohesive emotional narrative. Across all assets, we leaned into the finality of the season to eventize the campaign, balancing heavy drama with a sense of closure.

Character-driven social spots further deepened engagement, spotlighting individual arcs while reinforcing the broader narrative.

The campaign successfully re-engaged the show’s dedicated fanbase while building anticipation around the final chapter, driving strong tune-in across both halves of the season. By framing the finale as an event and centering the emotional payoff, the campaign sustained audience interest through to the series conclusion.

The final season generated active fan conversation across social platforms, with audiences closely following character arcs and speculating on outcomes, reinforcing Good Trouble’s strong community and cultural footprint through its final episodes.

Package the final season of Good Trouble in a way that re-engaged a loyal fanbase while remaining accessible to new viewers. The campaign needed to pick up from a major cliffhanger centered on heavy, emotional themes, while guiding audiences through a complex, multi-character narrative.

With a large ensemble and a two-part final season, the challenge was to unify multiple storylines into a cohesive campaign and build sustained momentum—positioning the series finale as a must-watch event while promising resolution without giving it away.