01 — Project Details
In May 2024, Apostrophe Entertainment developed and executed a fully integrated PR and digital campaign for the Italian grand finale of Bitter Lands (Terra Amara), one of Tims&B Productions’ most iconic dramas. While the series had already established itself as a cultural phenomenon in Italy, the campaign amplified its success by strategically engaging audiences through exclusive interview, curated social media content with a heartfelt tribute video thanking Italian viewers.
02 — Tactics and Execution
1) Exclusive B2B Trade Interview:
- For the first time, Tims&B co-founders Timur Savcı and Burak Sağyaşar spoke publicly about Bitter Lands’ success in Italy and the project’s background.
- The exclusive interview was arranged with Formatbiz, one of Italy’s leading B2B entertainment trade magazines.
- The interview highlighted the phenomenon of the series in Italy, its cultural impact, and production insights, marking a unique and timely perspective from the show’s creators.
- This PR move positioned Tims&B as a major industry player in Italy as well, driving credibility and enhancing their brand’s global visibility.
- The feature was prominently published on Formatbiz’s website, with pinned social media posts on Twitter and Instagram for one week, ensuring prolonged visibility and audience reach.
2) Heartfelt Social Media Campaign:
- A curated weekly social media plan complemented the PR efforts, targeting Italian audiences and maintaining buzz around the finale.
- The campaign’s highlight was a tribute video, featuring a heartfelt opening by one of the show’s lead actresses speaking directly in Italian, thanking viewers for their unwavering support.
- The video included a touching collage of: Iconic moments from Bitter Lands, Footage of Italian fans’ emotional reactions while watching the series (crying, cheering, celebrating), Memorable visuals from the cast’s visits to Italy, reinforcing the deep bond between the show and its Italian audience.
3) Campaign Integration:
- The PR and digital elements complemented each other seamlessly, combining strategic messaging and emotional storytelling.
- By focusing on viewer appreciation and production insights, the campaign celebrated Bitter Lands’ journey in Italy while creating a perfect send-off for the grand finale.
03 — Results
- Widespread Engagement: The exclusive interview and video tribute resonated deeply with Italian audiences, generating significant digital buzz and emotional connections.
- PR Success: The Formatbiz interview provided a unique production-side narrative that had been missing, adding fresh value to the finale. Its prominent placement across the website and social platforms solidified Tims&B’s position as a major industry player both in Italy and the global market.
- Media Impact: The interview reached both industry professionals and fans, amplifying visibility for the series finale and driving global recognition for Tims&B Productions.
- Audience Appreciation: The thank-you video became a standout moment, fostering goodwill and cementing the bond between Bitter Lands and its loyal Italian fanbase.
- Finale Success: The campaign successfully maximized excitement and viewership for the grand finale, solidifying the show’s status as a cultural milestone in Italy.
2 Million+ Video Views
The thank-you tribute video garnered over 2 million views across social media platforms.
10,000+ Engagements
Combined social media likes, comments, and shares exceeded 10,000, showcasing strong audience interaction.
a 20% increase in traffic
The Formatbiz interview reached thousands of entertainment professionals and audiences, with a 20% increase in traffic to their website during the pinned week.