How do you grow TVs #1 show?

While working on Paramount Network’s hit series, I led a powerhouse campaign for Yellowstone Season 5B to build off the 12.1M viewers who tuned into Season 5A [Nielsen].

The task at hand was to go bigger than ever to capitalize on that momentum and continue the show’s record breaking rise – with a robust campaign design to appeal to the loyal fans and attract and re-engage new and lapsed viewers in innovative ways.

As a campaign lead, I spearheaded the planning & execution of promotional plans, including:

- Global Premiere Mailers: Custom Yellowstone mailers, with exclusive branded items sent world-wide supporting the show’s first-ever global premiere. 

- National Traveling Activations: Including a 3-week residency at both the State Fair of Texas and the National Cutting Horse Association’s Futurity Championship.

- Train Station Activation: A multi-day promotional stunt at landmarked Moynihan Train Hall in the heart of New York City.

- Dallas Cowboys Partnership: Inclusive of talent appearances, pre-game activations, a game day tailgate experience, dedicated media & social amplification.

RESULTS

Paramount Network brought 65 days of non-stop Yellowstone experiences to over 4 million fans in real life in lead-up to premiere, driving to record breaking results:

- The biggest premiere night in franchise history, with 16M viewers (Source: VideoAmp)

- The #1 Social Series on TV in premiere night (Source: Social Content Ratings, 11/10/24)

- 49.5M social video views (+503% vs. S5A) and 1.89M engagements (+5% vs. S5A), making it the best performing season premiere in Yellowstone history for owned views and engagements (Source: Social Content Ratings, 11/10/24)

As a campaign lead on the 2024 MTV VMAs, I spearheaded nontraditional events that amplified industry buzz and drove tune-in to the legacy event.

The VMA Block Party aimed to create an MTV weekend destination for fans and promotional outlets to expand buzz around the VMAs. The event additionally created revenue generating opportunities through on-the-ground partnerships, a key goal for the 2024 campaign.

I oversaw the development and execution of this project, which included:

- All day music programming, with performances by Jordan Adetunji, Knox, and Lola Brooke.

- 6 sponsors, all activating on the ground in partnership with Paramount Brand Studios.

- Curated programming, including photo opps, giveaways, free swag, ticket giveaways, and more in lead-up to the main show later that week.

RESULTS

The VMA Block Party – in combination with the surround-sound of massive marketing buzz – translated into mega success for the 2024 VMAs:

- The VMAs aired to the biggest audience in 4 years with over 4 million viewers.

- The show was the most social entertainment telecast recorded in TV history.

- The VMAs earned 107.5B media impressions, up +8% vs YAGO (99.5B).

RuPaul’s Drag Race has been the home for charisma, uniqueness, nerve, and talent for 15 groundbreaking seasons. Season 16 aimed to be bolder as the show entered a new era - premiering on MTV for the first time in franchise history.

I lead the development and execution of the season’s campaign that aimed to raise awareness for the premiere and the franchise’s network move through tactful experiences and partnerships, including:

- The largest partnership in franchise history with ViiV Healthcare; the only pharmaceutical company 100% dedicated to people affected by HIV and AIDS and all those who can benefit from Prep.

- Exclusive press + talent facing premiere mailers to amplify social conversation.

- The Season 16 Premiere Extravaganza - the show’s largest premiere event to date, complete with a live drag fashion show in New York City, hosted by Drag Race’s Michelle Visage.

- A limited edition commemorative look book - curated with never before seen shots of each queen’s runway looks and exclusive behind the scenes moments.

RESULTS

- RuPaul’s Drag Race Season 16 premiere received the best ever ratings share in franchise history.

- On social, Drag Race was the #1 most viewed cable show on premiere night with 629K views.

- 500+ mailers were curated and distributed, garnering dozens of organic social posts by celebrity superfans, reaching an audience 30M followers. 

The NFL on CBS is one of Paramount’s Global Priorities year over year, utilizing O&O media to drive linear tune-in and grow Paramount+ streaming viewership for NFL games on CBS.

As a lead for Paramount Global Cross-Company priorities across the MTV Entertainment Studios (MTVE) portfolio, I project managed the NFL on CBS MTVE owned media promotion year over year.

I strive to optimize the operations of this process, including redesigning the MTV Entertainment Studios owned media operations strategy for cross-company campaigns. Always staying aligned with the GTM strategy at hand via dedicated creative support across linear, digital/social, talent/show integrations, and more.

RESULTS

  • - MTVE networks have annually served as the highest converting networks for NFL on CBS ratings within the Paramount portfolio.

  • - Super Bowl LVIII on CBS became the most watched Super Bowl ever with 123.4M average viewers, across linear and streaming platforms making it the highest viewed Super Bowl in history.

Awards & Recognitions

  • MTV Entertainment Studios

    • Super Bowl LVIII – 360 Campaign Holiday/Seasonal/Special Event Program

    • 2024 MTV VMAs – 360 Campaign Holiday/Seasonal/Special Event Program

    • RuPaul’s Drag Race – 360 Campaign: Reality

  • MTV Entertainment Studios

    • RuPaul’s Drag Race S16 Premiere Extravaganza –Winner, Best Live Event Activation

    • Yellowstone S5B –Winner, Marketing of a Continuing Series

    • Yellowstone S5B – Winner, PR Stunt

    • MTV’s The Challenge Battle of the Eras LIVE! – Winner, Fan Base Cultivation

  • Paramount | 14 Wins, including:

    • The Daily Show - Outstanding Talk Series

  • MTV Entertainment Studios | 5 Wins, including:

    • The Daily Show - Outstanding Talk Series

    • RuPaul’s Drag Race - Outstanding Reality or Competition Series, Outstanding Host for a Reality or Competition Program, Outstanding Picture Editing for a Structured Reality or Competition Program

  • MTV Entertainment Studios | 25 Wins, including:

    • 2023 MTV Video Music Awards – 360 Campaign Holiday/Seasonal/Special Event Program

    • Yellowstone Dutton Ranch at Stagecoach 2023 – Experiential Activation for a Consumer Event

  • MTV Entertainment Studios | 21 wins, including:

    • Yellowstone Season 5A - Integrated Campaign

    • RuPaul’s Drag Race Season 16 Premiere Event - TV/Streaming Trade Event

  • MTV Entertainment Studios | 15 wins, including:

    • RuPaul’s Drag Race Season 14 - 360 Campaign Reality / Unscripted Program

    • South Park 25th Anniversary Tailgate –Experiential Activation for a Consumer Event

    • Yellowstone Season 5A - 360 Campaign Program Promotion