PARAMOUNT NETWORK’S YELLOWSTONE
How do you grow TVs #1 show? Paramount Network set forth a powerhouse campaign for Yellowstone Season 5B to build off the 12.1M viewers who tuned into Season 5A [Nielsen].
For the premiere, Paramount Network went 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 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)
2023 VMA BLOCK PARTY
Leveraging the promotional momentum of multiple MTV music beats in lead-up to the VMAs, MTV produced an official VMA Block Party in support of the 2024 event.
The second annual event 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.
As a campaign lead, I oversaw the development through 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.
- 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).
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.
RUPAUL’S DRAG RACE
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.
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 have project managed the NFL on CBS MTVE owned media promotion for the past 3 seasons.
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.
- In 2023, Super Bowl LVIII on CBS became the most watched Super Bowl ever with 123.4M average viewers, making it the most-streamed Super Bowl in history.
Awards & Recognitions
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Paramount | 14 Wins, including:
The Daily Show - Outstanding Talk Series
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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
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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
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MTV Entertainment Studios | 21 wins, including:
Yellowstone Season 5A - Integrated Campaign
RuPaul’s Drag Race Season 16 Premiere Event - TV/Streaming Trade Event
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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