Live. Social. Now.
Client: NBC Universal
+ Event Coverage and Content Creation
+ Social Media Management
+ Integration with PR
+ Amplifying Marketing Campaigns
+ Performance Monitoring
Mission
We’re happy to support a division of NBCUniversal, Universal Content Productions, with the management of their social media channels. A primary objective for their social channels is to promote the television shows they produce and amplify news about the shows on Instagram.
Target
Primary: Entertainment and trade media and bloggers; Secondary: Fans of the shows
Intel
Social media audiences love behind-the-scenes and exclusive content. Giving them the inside scoop on their favorite shows and celebrities deepens their relationship with the brand.
Approach
UCP promoted its shows at a number of consumer and trade events throughout the year, including ComicCon, Television Critics Association, and Network Upfronts. These events include interviews with the press, cast and show producer panels, episode sneak peeks, immersive experiences and red carpet coverage.
Exclusive & Unique Content
Our event coverage included content creation for behind the scenes, exclusive talent interviews and shout outs to UCP, and live posting of photos and video with unique points-of-view at the events. Fans and media get a unique perspective and an insider experience from following UCP in social media.
Alignment with Press Releases & Announcements
We worked closely with the PR team at UCP to develop a cohesive social media content strategy that supported breaking news and announcements as they hit the wire and we monitored and amplified coverage as it rolled in.
Fitting Into Existing Marketing Campaigns
The social media content we created for UCP added value to and amplified all the great work the television show marketing teams already had in place. We fit into their larger integrated marketing campaigns, augmenting the conversation and incrementally boosting awareness and engagement.
Results
Key performance indicators for our work on live events with UCP include post reach and engagement across all the social media platforms, particularly reposts by key industry professionals, synergy partners, and talent.
Live event coverage consistently gave a boost to all social media KPIs reaching as high as over 1.9M social impressions for the duration of events. Numerous show-specific activations logged the account’s highest impressions and engagement numbers ever.