We Are Social was tasked with launching Paramount Network and ending Spike TV as a part of the network's 2018 rebrand. Goodbye Spike was the answer to "how do we sunset this brand on social?"
When looking deeper into the current Spike social audience, we noticed there were two major subsets of fans following the handles -- one that would happily come with us to the general entertainment Paramount Network, and one that would be angry to see their overtly masculine channel canceled.
This informed our phased, strategic approach where we launched Paramount Network and said goodbye to Spike TV on social simultaneously. We needed to send off Spike like a legend without angering his existing fan base while simultaneously making Paramount Network famous.