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Social Campaign
Roku ChannelThe Reunion: Laguna Beach
How we turned 2000s-era nostalgia into the biggest unscripted hit in Roku Channel history
The Challenge
Reignite a 20-year-old fandom to make a reunion special feel like an unmissable event
The Solution
Position Laguna Beach as a defining piece of millennial history on social and transport fans back to the 2000s
Twenty years after Laguna Beach wrote the playbook for reality TV, the original cast reunited on The Roku Channel. For Zillennials, 2000s TV is the ultimate comfort food, so we flooded their feeds to drum up excitement for a reunion they didn’t know they still needed.
We created 100+ custom social assets, turning iconic drama into a real-time event. Y2K nostalgia led the way: “DUNZO” memes, tell-all tea, and red-carpet behind-the-scenes, plus social exclusives and brand partnerships. TL;DR: The cast and fans got the clique back together, and Business Insider crowned it “The Millennial Summer.”
The Results
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