“In the streaming age, every one of our campaigns has a big binge beat, where we close out strong and try to get those folks that have either been undecided and or waiting for all the episodes to come out,” DiMeglio said. “So that’s an important beat to close things out.”

DiMeglio told Adweek there was no exact science to the executions the campaign carried out. At the end of the day, it was about connecting with fans and doing so in witty fashion, as Fraiser would himself.

“The ideas that came my way, the things that were executed, I would say it was just really clever,” DiMeglio said. “And I think this was the campaign that called for it.”

New episodes of Frasier drop weekly on Thursdays on Paramount+.