HBO wanted to bring awareness to Laura Dern’s Emmy consideration for The Tale. Our Content division created #DernDay—a social campaign turned national holiday. We kicked off #DernDay with a tweet from @HBO featuring a video of Laura Dern’s most iconic roles. The tweet quickly became a national sensation with 7x the average engagement rate, 340k+ impressions, 150k+ views, and celebrity mentions ranging from Reese Witherspoon and Common to Laura Dern’s very own parents. The holiday was covered by the Hollywood Reporter, Entertainment Tonight and more. #DernDay exploded, officially being turned into a Twitter Moment with snippets of social conversation featured to millions of users worldwide.