One word: #Chenford. The Rookie is all about trials and tribulations, one avenue being represented through relationships. #Chenford is a ship name the fans coined to support their beloved couple, Tim Bradford and Lucy Chen. This audience in particular was unique in the sense that they were not only invested in the characters on screen, but also the real life people behind the characters they grew to love. Our goal was to feed the fans through both outlets. There was also the challenge of building up excitement for such a significant milestone in the couple’s relationship, while also tending to the souls of those who would be heartbroken at a pivotal point in their journey…

We love to tease our fans, playful banter is always at the forefront of our minds. We incorporated Behind The Scenes footage of our actors and their onscreen characters to harmoniously bring the two worlds together. It was safe to say fans were thrilled when the couple they had been yearning to come together had finally reached that step. Through the risks, learning lessons, and unexpected opportunities along the way, there came a point where the couple had to say goodbye. We resonated with our audience, allowing them to grieve and serving as the shoulder to cry on. All in all, this project symbolizes the passion of a consumer. They feel so deeply when you’re able to tell a story that they can resonate with, and it was our pleasure to do so.

Feedback from our fans:

Our audience wanted to hear from the people behind the characters themselves, so we gave them exactly what they wanted.

7+ million views

Likes: 633,500

Comments: 2,036

Check out more work with The Rookie here!

First in Social Interactions:

Impressions: 207,149

Reach: 175,293

Engagement: 30,644

As an ode to the beloved couple’s separation, we not only created a relevant and trendy asset that would empathize with our fans, but we also gave a shout out to our recurring guest star, Dylan Conrique. Fans resonated with this intensely and went wild over the crossover.

600,000+ views

Likes: 10,100

Comments: 162