Schitt's Creek and Killing Eve are proof that shows without big-budget campaigns can find Emmy success

Vulture

“The Emmys came to us as opposed to us going to the Emmys,” said Pop TV president Brad Schwartz before this week's Emmy nominations were announced. “The idea of us putting together huge Emmy campaigns and spending a lot of money to go get Emmys was never something we would ever do." Yet Schitt's Creek found Emmy nomination success through word of mouth, as did BBC America's Killing Eve. “I think the combination of that critical weight along with really incredible online social engagement around it created a feeling that there was something special and remarkable about this show,” said AMC Networks president Amy Barnett, who oversees BBC America. “That combination — critics and people power on social platforms — really can push and elevate a show toward a place in Emmy voters’ minds.”