GETTING SUPER CREATIVE WITH SUPERSTORE

If you’ve never watched Superstore, you need to block out a weekend and binge it NOW. The under the radar workplace sitcom has the makings of the next Parks and Rec or The Office with NBC’s iconic comedy legacy to back it up.

The show “busts taboos and breaks barriers,” according to Vulture, and is a comedy that not only makes us laugh but speaks to the larger issues of today in every episode. It’s no surprise that fans of Superstore are WOKE and when it comes to the content they want to interact with on social, it needed to be just like the show - authentic, creative, and relatable with splash of weird.

Halloween is a big deal around Cloud 9. Four seasons of the show bolstered plenty of haunting scenes that ultimately lead the creation and storyline for our NBC Comedy Horror Trailer Mashup video. Created with a “Purge” feel in mind, the short but sweet mashup provided a synergistic opportunity for us to produce a piece of content that put these comedies in a new light as well as support a celebrated holiday via the brand and show socials.

The anthem “Halloween Surfboard” is a timeless classic. Oh, you’ve never heard of it? Weird. Well, the Cloud 9 employees heard it on repeat in Season 4’s Halloween episode. We immediately had the idea to take the song to social in an hour long Facebook Live video stream where the hit played, you guessed it, on repeat.

We partnered with production and the composers to donate all proceeds from downloads to provide transportation for low-income seniors to voting booths on Election day. At Cloud 9, everyone wins.

Injecting Superstore into relevant, trending conversations was the name of the game for social. Finding ways to utilize our creative in a way that was recognizable for non-fans proved successful in catching their attention and getting them to our page.

All Superstore social assets received the utmost thought and care, even Tonight Art, because that’s what Superstore deserved. We were challenged with similar looking set photography each week that resulted in bland, repetitive Tonight Art. By leaning into a show theme or concept for each episode, we were able to versify our content while teasing storylines for our fans.

NBC HITS A HIGH NOTE WITH JESUS CHRIST SUPERSTAR LIVE!

 

What’s The Buzz with Jesus Christ Superstar? The LIVE rock opera on NBC featuring a star-studded cast (John Legend, Sara Bareilles, Alice Cooper) had social singing to the tune of 3.4M total interactions making it the #1 broadcast on Easter Sunday and the #1 most social non-awards special year to date. 

Efforts for the event included a deep focus on talent coordination with our embedded social producer during rehearsals and the live show. Through this support, we were able to activate talent through several live activations including a national Snapchat Our Story, multiple Facebook Lives, talent takeovers, and much more. We also worked closely with our Brand Marketing team to support social press on set, and distributed tentpole video pieces in partnership with our Digital Content team. 

Reactions to the show were overwhelmingly positive with fans raving about everything from the music and performers to the set decor and costumes. The show hit a chord with the celeb crowd prompting support from Lin Manuel-Miranda, Chrissy Teigen , Adam Lambert, Sarah Silverman, Debra Messing, Billy Eichner, Ben Platt, Chelsea Clinton, Zach Braff and many, many more.

THE NUMBERS

  • 3.4M Total Interactions

  • #1 most social program on 4/1/18

  • #1 most social non-awards special year to date

  • 7 U.S. trending keywords

THE CONTENT

 

 

THE #1 SOCIAL SHOW THAT HAD US ALL IN TEARS - THIS IS US

This Is Us is the breakout hit that fans can't stop talking about online and off. Nominated for nearly 40 awards during the 2017 season (including three Golden Globes and five Emmys), This Is Us captivated audiences all over the world with its highly relatable storylines in season one and left fans yearning for more from the iconic cast.

Entering season two, we were tasked with making This Is Us even bigger on social than season one while still maintaining a close relationship with all of our fans. We chose to launch our efforts with a Season 2 "First Look" clip backed by a very strategic roll out plan which resulted in more than 50M views on Facebook alone.

This Is Us x Pre-Premiere: S2 "First Look" | Big 3 Birthday Challenge | EW Cover Battle

Super Bowl LII, otherwise known to This Is Us fans as "the day the episode that Jack dies aired" or the "Super Bawl" was a monumental episode for us. 27M viewers tuned in and 4M social reactions were produced through our compelling original content, unprecedented cast support, and most importantly, a community management strategy where we (literally) embraced our fandom digitally. 

This Is Us x Super Bowl LII: Life Of Jack Tribute Video

 

To build conversation in the days leading up to the finale, we supported a number of SXSW activations on social including an X-Finity Facebook live Q&A, panel live tweeting, and shared tons of BTS content through the show’s Instagram Stories. Additionally, we continued our human-first approach to fan interaction by setting up a voicemail line where fans could leave a message for the This Is Us cast. We responded to many of these messages through text and even had Justin Hartley and Mandy Moore return a few fan calls.  

This Is Us x SXSW: Social Promo | SXSW Flyers | Justin & Mandy Call

The This Is Us finale had fans world-wide buzzing (and trending), resulting in 1.2M interactions. and ranking as the 4th episode of the top 8 most-social primetime episodes in 2018 thus far.

Through building relationships with our fan "family" online that are deeply emotional and passionate throughout the season, we have been able to provide a digital space for fans to connect, discuss, and celebrate all of life’s milestones with viewers and cast alike.

THE NUMBERS

  • 4.4M+ fan community

  • Most social broadcast series airing of 2017 according to Nielsen Social

  • #2 ranked primetime drama by Nielsen Social Content Ratings for the entire Fall 2017 season

  • Season 2 premiere and coveted Super Bowl episode amongst the top 10 social broadcasts of all time

  • 50M views within 48 hrs for S2 “First Look” spot 

NBC WINS BIG DURING SUPER BOWL LII

The Eagles weren’t the only ones to win big at Super Bowl LII! NBC Entertainment had a killer day on social supporting the big game with fun and original content that captured the attention of both sports and TV fans alike.

With the 2017 Super Bowl airing live on NBC, the @NBC brand accounts were tasked with extending the anticipation and excitement of the big game to social in a way that appealed to an entertainment audience. Our content strategy focused on interactive designed creative, witty, internet-native memes, and a strategic release of our own digital “Super Bowl” commercials driving awareness for our shows capitalizing on this heavy traffic time.

We aligned with a number of affiliates and partners, including NBC Sports, to assure seamless promotion across channels on social both in lead up and during the game as well as supported a number of paid activations in conjunctions with our internal sales team.

HIGHLIGHTS

  • 8.7M Video Views Across 8 NBC Promos

  • 2.7M Twitter Impressions In A 24 Hour Period

  • Top Tweet Of The Night Garnered 1.6M Impressions and 46K engagement

ORIGINAL CONTENT

Tap To Play Touchdown IG Story

Internet Native Tweets

Straight From The Coaches Playbook

SHINOLA x TUMBLR COLLABORATION

My team was commissioned by Tumblr to create content for Shinola, a Detroit based brand known for the high quality leather goods. 

As the project manager, I dipped my toes into all aspects of the project, assisting in brainstorming, location scouting, model acquisition, and creative direction. Our final products were able to highlight the brand's new women's leather line while helping establish the brand on Tumblr through unique content geared towards their target audience.

BETHENNY FRANKEL DIGITAL BOOK CAMPAIGN

In April of 2015, reality TV star, Bethenny Frankel released her eighth book title, "I Suck At Relationships So You Don't Have To." Marketing for the title was based heavily on digital which required me to create and execute a lengthy and detailed campaign. The title went on to be a New York Times Best Seller.

  • Secured and executed Digital Media Management's first video partnership with Bethenny for Audbile.com which consisted of a 3-part weekly Q&A video series. The videos were promoted across both the talent and brand's social pages and websites. In return, Bethenny's fans enjoyed a free download of 'I Suck At Relationships' along with a 30-day subscription to Audible.com.

  • Implemented daily social promotion for over 20 book tour dates and executed a Periscope live stream during on of the dates.

  • Utilized the hashtag #ISuckAtRelationships on social media when posting quotes, stories, and other book content.

  • Encouraged fans to share a photo of their copy of the book for their chance to win a prize pack and help grow Bethenny’s Instagram following and increase sales for the book.

  • Incorporated several changes to Bethenny.com that promoted links to purchase including a pop-up on the homepage and banner at the top of every page.

KIMBERLY SNYDER x LORNA JANE PARTNERSHIP

To help Nutritionist and New York Times Best Seller, Kimberly Snyder reach a new user base and expand her social following, we collaborated with popular activewear brand, Lorna Jane on a cross-promotional digital partnership. For one afternoon, Kimberly Snyder took over Lorna Jane's Instagram profile. We worked with both teams to feature some bright, exciting, content that represented Kimberly’s brand in a way that appeals to the Lorna Jane audience.

Overall, the takeover was a great success and helped grow both Kimberly and Lorna Jane's Instagram following.

KELSEY GRAMMER JOINS TWITTER

To introduce Kelsey in to the Twitter-world, we chose to set up his account around the theme of correcting user’s grammar, paired with the hashtag ‘#KelseyGrammerGrammar” to make the initiative funny and buzz-worthy.

Kelsey’s Twitter debut received press from Good Morning America, CNN, USA Today, and several other high profile media outlets. Estimated impressions for this press was 100M+.

In addition we engaged with specific accounts/memes that were relevant to the Twitter community and tapped into the ‘younger’ crowd on Twitter to keep post-press engagement/buzz alive.