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

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. THE #1 SOCIAL MEDIA INFLUENCER CREATIVE AGENCY
PopShorts helps brands tell engaging
stories on social media.

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. 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. Our Approach
We came up with a 3-part social strategy:
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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. 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. 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. 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. 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. 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. 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. 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. 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. Retain
Keep viewers engaged each week in-between shows.
THE #1 SOCIAL MEDIA INFLUENCER CREATIVE AGENCY

15. Retain
Keep viewers engaged each week in-between shows.
THE #1 SOCIAL MEDIA INFLUENCER CREATIVE AGENCY

16. Instagram and Twitter
Engaging millennials across multiple social platforms.
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17. Results
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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. 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