When it came time for AUDIENCE Network to launch ICE, their highly anticipated original drama created by Antoine Fuqua, they enlisted Mistress to lead social strategy and creative. With our strategic approach to social storytelling – we built an audience for this new franchise.


Introduce New Characters

To introduce the characters the world, we crafted “thumb-stopping” social content throughout the season. At launch, characters were introduced in posters and as the show progressed, the characters were re-introduced with quotes that gave depth to their roles.


Visualizing The Location

As part of our goal of adding an extra layer onto the show and increasing fan engagement, Mistress created a series of animations that put specific scenes from the show in a geographical context. Understanding the different neighborhoods of Los Angeles and how each plays a part in the show gives the average viewer a unique perspective and ultimately drives engagement and conversation about ICE.

Gorgeous women, beautiful views, ugly deals. Welcome to Malibu. #ICEtv

Posted by Ice on Audience on Wednesday, December 28, 2016

The Diamond District: where window shopping can cost you. #ICEtv

Posted by Ice on Audience on Thursday, January 26, 2017


Learning The Diamond Trade

At the heart of the show is the Los Angeles Diamond Trade. To fully immerse our audience in this world, we knew there was an opportunity to do some educating. We used social videos to teach our fans the lingo and tools of the trade.

Always strapped. #ToolsOfTheTrade #ICEtv

A post shared by Ice on Audience (@iceaudience) on

You can learn a lot about a man by the tools he uses. #ToolsOfTheTrade #ICEtv

A post shared by Ice on Audience (@iceaudience) on


Spoofing The Diamond Industry

We took a familiar staple of American advertising, the diamond industry, and reimagined it in the world of ICE. The final result mixes the high-end world of the diamond business with the inherent violence involved with the the trade.


ICE TV Social Marketing Campaign
ICE Revenge is worth every penny


Audience Development

ICE social more than doubled industry standard engagement levels.

We set out to build an audience for this AUDIENCE Network’s original series using social best practices along with paid social. We earned over 8 million impressions and received over 160,000 engagements. By the finale, we were engaging 11,000 die-hard fans daily with our content, rewarding them with perks, teasers and recaps, and giving them a reason to not just watch ICE but follow us in social. Our efforts helped drive viewership during the season and helped drive on-demand viewing through the show’s winter hiatus.


Instagram ICE Fluid grid layout