A Streaming TV Brand’s Rom-Com Gets Love with It's Me, Tinx

New content is the name of the game for streaming TV advertisers. And many platforms develop and release films to attract new subscribers and keep current users entertained. To connect with consumers and stand out in a crowded marketplace, advertisers need to meet audiences where they are, aligning with their moods and mindsets—and digital audio provides.

The challenge

When a leading streaming TV advertiser set out to build excitement for a new rom-com premiere and drive tune in, they needed more than standard media—they needed cultural relevance, authenticity, and scale.

The brand turned to the influence of audio, the Internet’s Big Sister (aka Tinx), and the power of love songs.

The solution

Podcasters are powerful influencers. And the SiriusXM Podcast Network is home to some of the biggest and most influential voices around. With us, advertisers can connect with audiences across a creator’s entire portfolio, including audio and video podcasts, social media, live events, and more.

When you combine a native social media star with the medium, the impact is amplified. That’s what the host of It’s Me, Tinx brings to the table. 

The brand leveraged the popularity of podcast host and influencer Tinx, whose dating-focused audience was a natural fit for the film’s fanbase. We developed a custom It’s Me, Tinx campaign with live and branded content to amplify excitement and awareness for the film’s release. The custom campaign ran alongside additional podcast placements and streaming audio ads.

Custom Creator Connect activation

At the heart of the campaign was an exclusive It’s Me, Tinx experience:

• Live NYC taping of a special “Ask Me Anything” bonus episode with a studio audience

• Thematic integration of rom-com-inspired relationship topics

• 100% share of voice within the bonus episode through branded host reads

• Cross-channel amplification via Tinx’s podcast, social channels, and SiriusXM presence

• Multiple Instagram Story posts driving awareness and event engagement

• Social promotion encouraging fans to attend and later listen to the bonus episode

• Added-value mentions across Tinx’s broader content ecosystem

The result: Seamless storytelling across creator touchpoints, extending reach beyond audio. This approach allowed the brand to show up authentically within content fans already love.

Supporting media strategy

To complement the custom experience and maximize exposure for the brand’s new rom-com release, we folded expanded podcast ad placements and streaming audio ads into the broader campaign, targeting adults 18 and up and a custom audience segment: fans of rom-com movie franchise. 

The product mix included:

• Mobile Welcome Interstitial takeover reaching millions in a single day

• Custom audience targeting of rom-com fans across Pandora

• Sponsored “Love Song” station bundle with 100% share of voice

• Podcast placements within the society & culture genre

• Cross-device audio and display

This ensured the campaign reached both Tinx’s loyal audience and new listeners at scale.

The results

Cutting through a crowded streaming landscape requires relevance, and this campaign delivered emotional resonance around themes of love, relationships, and modern dating—perfect for a romantic comedy.

Across cross-channel influence with Tinx, podcasts, and streaming audio proved the perfect match for this streaming TV brand.

• 32M impressions delivered 1

• 14M unique listeners reached 1

• 140K clicks 1

• 2.6x average campaign frequency 1

Beyond the numbers

Tinx already had a natural affinity for the rom-com genre and frequently discussed similar themes with her audience. By leaning into this organic connection, we created a campaign that felt less like advertising and more like conversation.

• The bonus episode performed on par with standard episodes—an uncommon achievement for custom content 1

• The live event created real-world fan engagement and social buzz

• The brand gained meaningful integration into culturally relevant conversations

Why it worked

• Authentic creator alignment: Tinx’s genuine connection to the content made the campaign feel natural, not forced.

• Integrated storytelling: From live events to podcast content to social, every touchpoint reinforced the same narrative.

• Omnichannel execution: Custom content drove engagement, while scaled media ensured reach.

• Cultural relevance: Timing around Valentine’s Day and relationship-driven themes amplified resonance.

This campaign demonstrates how SiriusXM Media’s offering transforms traditional advertising into immersive, culturally relevant experiences. By combining trusted voices, premium content, and scaled distribution, this streaming brand moved beyond awareness—and became part of the conversation.

We did it for them. We can do it for you. Let’s talk.

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