In FX's Grotesquerie from creator Ryan Murphy, Detective Lois Tryon is haunted by a series of brutal crimes that feel disturbingly personal. Seeking answers, she teams up with nun-turned-journalist, Sister Megan Duval, to unravel a sinister mystery that only deepens as the series unfolds. Challenged with the task of painting the picture of a compelling serial killer without giving too much away, FX set out to execute a social campaign that was as chilling and unexpected as the series itself to build suspense and keep viewers returning week after week.
The Grotesquerie campaign aimed to build anticipation and immerse audiences in the show’s eerie world while preserving its mystery. FX sought to engage millennial and Gen Z viewers through innovative, experiential, and digital-first strategies, ensuring Grotesquerie stood out in a crowded horror landscape.
The driving idea was to make fans feel the show’s terror firsthand. To achieve this, FX launched the Symphony of Screams, a groundbreaking activation that transformed audience participation into a haunting original track. Partnering with Grammy-winning producer Blake Slatkin, FX collected screams from physical booths and horror fans online, creating an immersive, fan-driven experience.
Beyond the activation, FX leveraged bespoke social content, including cast interviews with Evan Ross Katz and behind the scenes featuring Travis Kelce, to drive engagement. A strategic mix of surreal memes, weekly episode teases, and in-season creative—crafted in the voice of Grotesquerie’s killer—kept audiences hooked. Influencer collaborations amplified the campaign, ensuring wide appeal.
The campaign’s key goals were to generate high social engagement, drive tune-in throughout the season, and establish Grotesquerie as a must-watch. The result: over 131M views and 2.7M social engagements a #1 trending spot on Hulu at launch, and a suspenseful, multi-faceted campaign that captivated audiences until the very end.
