welcome to flatch s2
Overview: Everyone’s favorite skillet-tossing, latrine-loving, pothole-laden town of misfits is back and better than ever. Season 2 of Welcome to Flatch welcomed fans back into the community of endearingly imperfect characters who keep us laughing week after week.
Medium: Social Campaign
Client: Fox
Role: Strategist & Copywriter
Strategy
The Landscape
Small-town charm hits BIG.
No matter the genre, small-town settings have always been a hit with audiences. We’re living in the Golden Age of small-town entertainment ushered in by classics like Gilmore Girls, Murder She Wrote, Parks and Rec, The Office…the list goes on. These iconic shows provide a powerful sense of community, albeit dysfunctional, that plays out in fictional small towns like Flatch, Ohio.
The Insight
We all just want to belong.
Even before we survived a global pandemic that left us isolated and quarantined, it was difficult to find meaningful connections. Communities like Flatch just don’t seem to exist IRL so we settle for seeing them on the screen. Flatch is dysfunctional and chaotic and hilarious, but boy does it feel good.
The Audience
Who they are: This group is excitable, social, and empathetic. They’re modest and are often uncomfortable being the center of attention. Their choices are driven by a desire for connectedness and community.
What they like: They love comedy with heart. They follow sources like The Onion, comedians like Aubrey Plaza and Kurtis Conner, and are devoted to shows like The Office, Brooklyn Nine-Nine, and SNL.
How we’ll reach them: Highlight the hilarity of the show’s quirky characters and welcome them into the Flatch Community.
The Creative Approach
See Yourself in Flatch, Ohio.
Our campaign made audiences feel like they could see themselves in the Flatch community. We highlighted the many eccentrically relatable characters, refamiliarized people with the town and its various oddities, and connected viewers with the town’s traditions.
Ultimately we wanted our content to feel like the gentle, loving jokes only close friends can make.
the work
While the full campaign was concepted by the entire writing team, the following concepts are my own.
Overheard in Flatch: MIrroring the popular Overheard social accounts, we created an in-feed series of little weirds heard in Flatch. These unique quotes were pulled from the show and allowed fans to feel as though they were a part of the town.
