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

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

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

  1. 1. Social Influencer Activation A fun, multi-platform campaign designed to engage millennials on Vine, Instagram and Twitter. THE SOCIAL MEDIA INFLUENCER CREATIVE AGENCY
  2. 2. THE #1 SOCIAL MEDIA INFLUENCER CREATIVE AGENCY PopShorts helps brands tell engaging stories on social media.
  3. 3. 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. THE #1 SOCIAL MEDIA INFLUENCER CREATIVE AGENCY
  4. 4. Influencer Strategy We had two full-time social correspondents, and 6 guest social stars. THE #1 SOCIAL MEDIA INFLUENCER CREATIVE AGENCY Social Correspondents KC James (3.4MM followers) Los Angeles, CA Jessica Cook (550k followers) Los Angeles, CA Guest Stars – Combined following of 12.5M Brittany Furlan, Jay Walker, Ry Doon, 80Fitz, Matt Cutshall, Vincent Marcus.
  5. 5. Our Approach We came up with a 3-part social strategy: THE #1 SOCIAL MEDIA INFLUENCER CREATIVE AGENCY 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.
  6. 6. Promote Create highly engaging content with the artists to generate buzz and awareness for The Voice leading up to the shows. THE #1 SOCIAL MEDIA INFLUENCER CREATIVE AGENCY
  7. 7. Promote Create highly engaging content with the artists to generate buzz and awareness for The Voice leading up to the shows. THE #1 SOCIAL MEDIA INFLUENCER CREATIVE AGENCY
  8. 8. Engage Enhance the viewer experience with behind-the-scenes content, live from the set of The Voice. THE #1 SOCIAL MEDIA INFLUENCER CREATIVE AGENCY
  9. 9. Engage Enhance the viewer experience with behind-the-scenes content, live from the set of The Voice. THE #1 SOCIAL MEDIA INFLUENCER CREATIVE AGENCY
  10. 10. Engage Enhance the viewer experience with behind-the-scenes content, live from the set of The Voice. THE #1 SOCIAL MEDIA INFLUENCER CREATIVE AGENCY
  11. 11. Engage Enhance the viewer experience with behind-the-scenes content, live from the set of The Voice. THE #1 SOCIAL MEDIA INFLUENCER CREATIVE AGENCY
  12. 12. Engage Enhance the viewer experience with behind-the-scenes content, live from the set of The Voice. THE #1 SOCIAL MEDIA INFLUENCER CREATIVE AGENCY
  13. 13. Engage Enhance the viewer experience with behind-the-scenes content, live from the set of The Voice. THE #1 SOCIAL MEDIA INFLUENCER CREATIVE AGENCY
  14. 14. Retain Keep viewers engaged each week in-between shows. THE #1 SOCIAL MEDIA INFLUENCER CREATIVE AGENCY
  15. 15. Retain Keep viewers engaged each week in-between shows. THE #1 SOCIAL MEDIA INFLUENCER CREATIVE AGENCY
  16. 16. Instagram and Twitter Engaging millennials across multiple social platforms. THE #1 SOCIAL MEDIA INFLUENCER CREATIVE AGENCY
  17. 17. Results THE #1 SOCIAL MEDIA INFLUENCER CREATIVE AGENCY 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.)
  18. 18. Thanks for joining us! THE #1 SOCIAL MEDIA INFLUENCER CREATIVE AGENCY Adam Gausepohl Twitter: @adamgausepohl E-mail: adam@popshorts.com Ry Doon Twitter: @rydoon Jessica Cook: Twitter: @jessicamcook

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