The Ask: Support the 17th season of America’s Got Talent across social channels with a new approach to emerging platforms that tailors content in culturally relevant ways.
The Action: Develop and administer a platform-tailored video clipping strategy to enhance the narrative experience of the America’s Got Talent contestants, acts, judges, and behind-the-scenes moments. Weekly, ensure a seamless content rollout with 80+ talent/network partners.
The Outcome: 1.1B cross-channel video views, with one TikTok receiving 32MM views and 1.8MM likes in the first two weeks of posting. Seasonal content resulted in over 3.1B impressions, a 2.4B reach, 442MM views, and 53MM engagements. Audience growth of 390K followers in two months.