The Chosen

The Challenge

Despite highly positive reviews from critics, only 6% of U.S. adults were aware of The Chosen. The show’s creators aimed to significantly increase awareness, interest, and viewership among Engaged Christians, hoping audiences would experience an authentic Jesus and grow in their confidence to live out and talk about their faith. Additionally, they sought to drive downloads for a newly launched streaming app.

The Solution

BrandHaven developed a strategic, digitally-driven campaign to boost awareness and app downloads among targeted viewers by redefining expectations of Christian entertainment. The campaign included:

• Awareness Channels: Traditional TV, CTV, podcasting, and radio.
• Direct Response Channels: Programmatic display/native ads, Meta ads, and paid search to drive app downloads.

This innovative approach combined data-driven targeting with creative storytelling to effectively appeal to Engaged and Cultural Christians.

The Results

The 12-week campaign delivered extraordinary outcomes:

• Awareness among U.S. adults surged from 6% to 62%, including 74% awareness among Engaged Christians.
• 89% of Engaged Christians expressed willingness to donate to The Chosen.
• Over 1 million app downloads were achieved in just 16 weeks.
• Eight months later, awareness had climbed to 74% among U.S. adults, with notable growth in younger demographics.

Key Takeaway

The Chosen campaign illustrates the power of strategic, creative marketing in transforming a niche project into a cultural movement. By connecting with audiences on a deeper level, BrandHaven helped The Chosen inspire millions to engage with Jesus in an authentic way.