The power of Fandom culture…
📸: HayU image
Hayu FanFest: Powering up Fandom culture and elevating brand influence
When it comes to reality TV, we do love our BRAVO shows - enter the room HayU. BRAVO, have been the pioneers in creating, building and curating Fandom culture with their shows.
So, what is Fandom culture?
Fandom culture goes beyond casual appreciation, it is about building passionate communities of fans (Or Stans) that unite around shared interests. Fandoms create a unique social experience, transforming a simple like or interest into a thriving, active community. It’s not just about entertainment— it’s about identity, belonging and influence.
So, what exactly makes fandom culture so impactful, and how does it drive engagement?
📸: HayU/ Pink News
Reality TV fandoms are among the most impactful, and Hayu FanFest celebrates them on a massive scale.
Taking the U.S. by storm, Hayu FanFest made waves in the UK, tapping into a culture that shows no signs of slowing. The event not only celebrates fan-favorite shows like The Real Housewives franchise but also offers brands a golden opportunity to engage directly with fans who are already bought into the stars and stories they love.
The power of Fandom culture and community
Fandom culture is an unfiltered, deeply personal connection. This culture goes far beyond viewership numbers—fandom is about active participation, shared experiences and authentic admiration for the stars that grace the screens, their lifestyles and storylines that shape these shows. Research shows that 61% of fans engage with TV shows on social media and 48% attend fan-focused events like Hayu FanFest, proving that the demand for community-driven events is only growing.
But what makes fandom culture so powerful? Community.
As we all know, fans want to feel part of a larger group and find their people. They want access to the personalities and stories they follow religiously. The Real Housewives stars have created vibrant communities and a culture followings on socials, which turns isolated viewers into interconnected fanbases. These fan-driven communities are hotbeds for brand loyalty.
This is where brands can seamlessly insert themselves by supporting fan-first initiatives that resonate on a personal level—whether it's sponsoring events or aligning campaigns with the themes and humour unique to these communities.
How brands can tap into Fandom power
📸: The Hollywood reporter
For brands, fandom culture offers unparalleled opportunities to connect with highly engaged audiences in a natural, conversational way.
Many reality TV stars have leveraged their influence to become brand ambassadors, promoting products and being part of fun campaigns.
Just like this one, NBCU Stars "All The Drama You Need," NBCUniversal’s Global Advertising and Partnerships.
The Real Housewives franchise, known for its colorful personalities, has seen various housewives represent brands in campaigns that amplify their iconic quotes, styles, and attitudes, creating memorable associations with their personal brands.
Take, for example, Lisa Rinna's recent campaign with King Kong magazine that capitalised on her bold personality and unapologetic sense style. When it comes to creating these campaigns, they have been carefully crafted to reflect the unique personas fans know and love, allowing brands to deepen their connection with consumers through these familiar and authentic faces.
📸: HayU Instagram page
And with Hayu’s latest announcement of The Real Housewives of London, brands can anticipate even more opportunities to tap into a fresh fandom market while paying homage to our British flair and relatability.
Fan-first and social-first strategies - this is a winning combination
The success of Hayu FanFest comes down to their fan-first and social-first approach, and really creating something special. It all started with BravoCon.
BravoCon first launched in 2019 as a way for Bravo TV fans to interact with their favorite reality stars and immerse themselves in Bravo’s world of shows. It was first held in New York City and it quickly gained traction due to the popularity of series like The Real Housewives franchises and Below Deck. The event sold out quickly, drawing over 10,000 attendees and setting the stage for its future growth. After taking a break due to the pandemic, BravoCon returned in 2022, expanding its reach with an even larger venue and extensive programming, solidifying its place as a must-attend event for “Bravoholics”.
📸: Bravo Watch Party Bravo TV
As BravoCon has grown, it started to mirror large fan conventions like Comic-Con, combining panel discussions, live events and interactive experiences with an emphasis on their unique reality TV culture. The 2023 convention in Las Vegas attracted more than 25,000 attendees and featured new, immersive experiences like “Watch Party by Bravo,”.
This created unique sponsorship opportunities and generating significant revenue. This continued success reflects BravoCon’s ability to cultivate a dedicated and engaged community by offering exclusive access to Bravo’s reality stars and content.
creating an experience that isn’t just about celebrity meet-and-greets but offers fans unique, interactive, and shareable moments. This strategy invites fans to become co-creators of the event experience—whether that’s through live interaction driven campaigns, or exclusive behind-the-scenes content. By focusing on what fans truly value, Hayu set the stage for long-term loyalty and consistent social engagement.
This is a playbook that brands looking to harness fandom culture can adopt, by offering fans exclusive content and encouraging social participation, brands can create a ripple effect of positive engagement that amplifies their message organically. It’s about listening to the fans, providing platforms for them to share and then aligning campaigns to mirror the values and interests of the community.
Real Housewives of London - increasing market share
To maximise the impact of the Real Housewives of London announcement, Hayu strategically utilised a media and PR push, with UK press coverage and a press tour featuring several franchise stars. This deliberate approach to market entry set a foundation of familiarity and intrigue for UK audiences while also tapping into a new demographic of potential fans. By mobilising these stars and crafting PR that appeals to press, digital channels and TV audiences, Hayu not only builds hype for the UK launch but also strengthens its positioning as a brand that is always in tune with fan culture.
📸: This Morning YouTube
Crafting campaigns that connect
We see and understand the power of Fandom (STAN) culture. Tapping into this is can help to elevate and grow brand reach and markets in a real and organic way. We believe that campaigns created and grounded in genuine insights, audience behaviour and current trends bring the strongest results.
We’re experts in creating bold, culturally aligned communications that resonate across platforms and multi-generations. With Hayu FanFest as a prime example, we see the impact of strategically combining PR, social media, and community-driven engagement. For brands eager to tap into the power of fandom, this is your invitation to let us guide you. From strategic partnerships to influencer-led campaigns, we’re here to help you align with fan-first initiatives that engage and convert.
