How NBC's The Voice Used Social Influencers to Launch Their Social Media Pre-Show, the...

Social Influencer ActivationA fun, multi-platform campaign designed to engage millennials on Vine,

Instagram and Twitter.

THE SOCIAL MEDIA INFLUENCER CREATIVE AGENCY

THE #1 SOCIAL MEDIA INFLUENCER CREATIVE AGENCY

PopShorts helps brands tell engaging

stories on social media.

NBC’s Objective

To help The Voice engage millennials

on the emerging social platforms Vine

and Instagram, and to help launch

the #VoiceTailgate, the social media

pre-show to The Voice.


Influencer StrategyWe had two full-time social correspondents, and 6 guest social stars.


Social Correspondents

KC James

(3.4MM followers)

Los Angeles, CA

Jessica Cook

(550k followers)

Los Angeles, CA

Guest Stars – Combined following of 12.5MBrittany Furlan, Jay Walker, Ry Doon, 80Fitz, Matt Cutshall, Vincent Marcus.

Our ApproachWe came up with a 3-part social strategy:


Step 1: Promote Step 2: Engage Step 3: Retain

Create highly engaging content with the artists to generate buzz and awareness for The Voice leading up to the shows.

Enhance the viewer experience with behind-the-scenes content, live from the set of The Voice.

Keep viewers engaged each week in-between shows.

PromoteCreate highly engaging content with the artists to generate buzz

and awareness for The Voice leading up to the shows.


EngageEnhance the viewer experience with behind-the-scenes content,

live from the set of The Voice.


RetainKeep viewers engaged each week in-between shows.


Instagram and TwitterEngaging millennials across multiple social platforms.


Results


Campaign KPIs: Reach, Engagement, Vine Followers

KPI

Vine Follower Growth: +40,260

Reach on Vine: 84.8M

Hashtag Mentions (on Vine): 3,500+

Reach on Instagram (added value): 7.3M

Reach on Twitter (added value): 3M

Total Social Engagements: 1,183,426(likes, comments, revines, retweets, favorites etc.)

Thanks for joining us!


Adam Gausepohl

Twitter: @adamgausepohl

E-mail: [email protected]

Ry Doon

Twitter: @rydoon

Jessica Cook:

Twitter: @jessicamcook

How NBC's The Voice Used Social Influencers to Launch Their Social Media Pre-Show, the...

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