GoodNight With Dolly
Imagination Library Bedtime Stories With Dolly Parton.
THE PROJECT
When key projects were put on hold due to the COVID-19 pandemic, S.D. Professionals dropped everything to volunteer our time and resources to make a positive impact during a difficult time. Acting quickly, we joined forces with Dolly Parton and her cherished Imagination Library to create 10 weeks of custom, original content for families who suddenly found themselves in lockdown.
The "Goodnight with Dolly" web series launched on April 2, 2020 and ran for 10 consecutive weeks. Each week, Dolly featured a book from her Imagination Library and read a bedtime story to children all over the world. The series was a hit across the globe, garnering over 13 million views and going on to win four Telly Awards.
THE WORK
S.D. Professionals provided our services throughout the entire production. Once Dolly, the Imagination Library and their publishing partners at Penguin Random House chose the books to feature in each episode, we worked with Dolly’s team to secure the footage needed to put together a hit show. We produced 10 episodes altogether, making each installment sparkle by creating original graphics and video animation.
Producing
Video Animation
Graphic Design
WEBSITE & CONTENT
To give the series a home on the web, we created a custom landing page on the Imagination Library's existing website. This provided a user-friendly space for all series-related content, expertly optimized for search engine consumption and placement. Supplemental content was provided for each episode, allowing children to delve further into each book, including printable activity sheets, many of which were illustrated in-house at S.D. Professionals. Parental engagement was encouraged with downloadable Parent Reading Tips, provided in collaboration with the Library of Congress.
Episode Archive
Parent Reading Tips
Activity Sheets
SEO
SOCIAL CAMPAIGN
S.D. Professionals launched a monumental social campaign for the “Goodnight With Dolly” series. We created a unique online space on both the Imagination Library Facebook page and YouTube channel, making it accessible to any child with internet access. Partnering with Facebook gave us a unique opportunity to make each weekly episode a premiere event on their platform, while partnering with Dolly and the Imagination Library to promote each episode on their social media channels. Engagement went through the roof when we launched a weekly giveaway, where one lucky child each week won a copy of the book used in the current episode, autographed by Dolly.
Facebook Premiere
Organic Social
Weekly Giveaway
