Superheroes are a dime a dozen these days. When marketing agency Hearts & Science were tapped by HBO Max to lead the social media advertising strategy for the hit new show about DC superhero Peacemaker, they knew they would have to cut through a crowded field to reach consumers organically. See how they were able to reach viewers, and earn the 2023 Award of Excellence: Online Advertising & Marketing – Individual: Social Media, by relying on a keen understanding of online comic book fan behavior and orchestrating online viral moments.