As acting producer for Pivot, I partnered with The Young Turks, the Peabody Awards, and Facebook to produce six Facebook Live videos from the red carpet of the 75th Anniversary Peabody Awards, where we interviewed Peabody Award winners. We wanted to subvert the typical red carpet experience by asking the questions you normally do not hear on a red carpet. Interviews included the cast and crews of Mr. Robot, Marvel's Jessica Jones, Master of None, The Leftovers, black-ish, UnREAL, and more.
Our videos have generated over 1.5MM+ views and thousands of social engagements.
Red Carpet Interview with Keegan-Michael Key & Aasif Mandvi, hosted by Ana Kasparian
Facebook Live from the Red Carpet of the 75th Anniversary Peabody Awards
Ana Kasparian of The Young Turks interviews cast and crew from Marvel's Jessica Jones to Black-ish to Master of None to The Leftovers to Mr. Robot to find out why these stories had to be told and explore the issues behind each show.
Keegan-Michael Key Opening Monologue
A week before the 75th Anniversary Peabody Awards, Facebook released its API for its Live platform. We decided to stream Keegan-Michael Key's opening monologue as he was the host by connecting the line cut of the Peabody Awards into the API via an encoder and wirecast and livestreaming it to the Peabody Awards Facebook Page, and share from Pivot's Facebook Page. Opening monologue starts around the 5 minute mark.
Please Like Me (Season 3 Campaign)
Life in your 20s can be hard. At least it is for Josh Thomas. And pretty much everyone else in the world who has been or currently is a twenty-something. That relatable and universal experience is but one of the many brilliant things about Please Like Me. After two seasons on Pivot’s airwaves, Please Like Me quickly proved itself to be a critical darling. With a growing niche of committed fans, Pivot wanted to continue to grow this audience among its existing fanbase while also attracting completely new viewers. Please Like Me captures the ethos of 20-somethings and caters to their sensibilities. Pivot took advantage of this opportunity to create something spectacular, with snack-able multimedia curated across multiple social media platforms, editorial partners, new distributors, and custom content through a large-scale media plan that would reinvigorate its current fans and get new ones.
We first started with the look and the feel of the show. We hired Ignition Creative to help create a simple, clean look that utilized bright colors to bring the show's youthfulness and energy to life.
So Likeable: An Inside Peek at 'Please Like Me'
Pivot teamed up with Hodder to help passionate 'Please Like Me' fans relive all the best moments of Seasons 1 & 2 and get a sneak peek at the highly anticipated Season 3 of the critically-acclaimed show. The 18-minute recap garnered over 700,000 views on social media and our digital platforms. It was also featured on Hulu as we also released the first two seasons on the innovative streaming platform.
Please Like Me - Now on Hulu (Promo)
With anticipation for the return of Please Like Me reaching new heights, we worked with Hulu to release the first two seasons on its platform and drove heavy "catch up" messaging across Hulu's and our social media platforms, as well as bought ad placements within their Comedy and LGBTQ verticals.
Please Like Me Tumblr
Please Like Me feels like it was made for Tumblr. Having discovered a massive loyal following on this social media network, we partnered with creative agency Ignition to create a brand new Tumblr page filled with custom content, made up of the show's memorable quotes, scenes, and hilarious moments, that would be instantly shareable across the web.
Awkward Kiss (Snapchat Promotion)
Snapchat was the perfect medium to display the show's hilarious, witty, and frankly, very awkward humor via :10 snackable ads that were distributed across their live stories as well as full-day takeovers on BuzzFeed's and EliteDaily's Discover channels.
Undertone - Rich Media Pagegrabber
We worked with rich media partner Undertone to develop a custom pagegrabber that ran across various sites in their network and showcased the beautiful artwork we created with Ignition and the show's well-deserved accolades.
BuzzFeed and Elite Daily Sponsored Editorial
Pivot worked very closely with Elite Daily and Buzzfeed to create custom content that integrated the Please Like Me “brand” in a manner that was endemic to each platform by relating the show's tone and voice to their respective audiences..
Utilizing the gorgeous artwork we created with Ignition, we aligned ourselves with high-profile environments such as Indiewire, DailyMail, The AV Club, Entertainment Weekly, The Onion, and more by sponsoring Roadblock Takeovers and securing additional media placements that drove awareness of the show's launch and sustain dates. We also took advantage of the show's wonderful ensemble cast to showcase the characters in unique settings.
Please Like Me - 'This Is Life' Promo
One of the four promos we created to showcase the wonderful energy, sincerity, and wit of Please Like Me. These promos were distributed across TV, digital, and social media buys.
Truth and Power (Marketing Campaign)
What happens when private institutions and governments break the public trust? Participant Media’s investigative 10-part documentary series Truth and Power highlights the stories of ordinary people going to extraordinary lengths to expose large-scale injustice.
Due to the episodic and topical nature of the series, the typical 2-week launch and 2-week sustain approach was replaced with a 1-week launch and 9-week sustain campaign with paid media and sponsored editorial content throughout the flight. To communicate the complex issues presented in the show and market the series to like-minded viewers, we partnered with five editorial publishers to create additional content around the topics featured in the show in order to bring the show's themes and Pivot branding to life - extending its reach in the digital sphere. We also evolved our video strategy by creating 6 digital videos that would provide context around core issues and promoted them through Facebook and YouTube to effectively sell the show on its content.
Our custom content generated over 85MM+ impressions, with over 1.7MM+ video views for our ancillary video and partner content, and 27% social media engagement rate.
Truth and Power on Pivot (Sizzle)
"Protest" Key Art
As Truth and Power tackles numerous topics under the theme of social justice, Pivot created three different versions of key art to align with the three sub-topics in which we bucketed the episodes. This "Protest" art was used to promote the episodes dealing with #BlackLivesMatter and Citizen Journalism via display ads, social media promotion, and print ads.
About the Issue: Activist Surveillance and #BlackLivesMatter
"Surveillance" Key Art
How Much Would it Cost You to Run for President?
Pivot and GOOD teamed up again to create vizeos (data videos) that explored the complex issues depicted in our docu-series, 'Truth and Power.' We created this video together to promote our episode on Campaign Finance Reform that delves into the world of Super PACs and how campaigns get funded. This particular video generated over 200,000 views across Facebook and YouTube with an average view duration of 1:12 (the video was 1:30 minutes long).
"Corruption" Key Art
About the Issue: Chagos Refugee Crisis
Truth and Power Website
As the show shines a light on dark topics such as ag-gag laws, financial corruption, private prisons, and the like, Pivot created an interactive website with ambient video and digital features that illuminated consumers on the show and its complex issues via episodic video content, petitions and pledges surrounding privacy and refugees, and a quiz regarding citizen rights to protest and police searches.
Sponsored Editorial with Mic.com (Branded Hub)
Mic.com's engaged audience of political / tech enthusiasts was a great match for people who would be interested about Truth and Power. Pivot and Mic developed a branded hub, three branded articles with a sponsorship disclaimer, topical context, video integration, social media promotion, Take Action Widget embeds, and in-article ad units. With over 200K impressions, the articles exceeded Mic's average time spent benchmarks by 88% while the Ag-Gag article specifically had an astounding 38% engagement rate.
Mic.com - Sponsored Editorial
Modern Farmer (Vice) - Sponsored Editorial
Branded Integration with Vice
Tune-in language, hyperlink to campaign page, branded clip, and take action widget to drive social impact
Targeted Reddit Promotions
Pivot partnered with Reddit to promote the "internet"-based topics of Truth and Power that would spark conversation. Eleven Reddit Posts featured content based headlines to encourage readers to click through to pivot.tv/truthandpower or the Truth and Power Youtube Playlist. The posts generated 40MM+ impressions and over 34K+ clicks.
Pivot optimized all editorial content for higher SEO ranking by ensuring headlines and sub headlines included ‘Truth and Power’, adding alt tags to images, and ensuring relevant keywords were sprinkled throughout the Truth and Power website and body copy of all articles. We also diligently created and distributed tracking URLs for all external editorial vendors and press outlets to hyperlink to our campaign page. By the second week of the campaign, our home page and episode page ranked #1 and #2 respectively, while ancillary content such as trailers and a post about Maggie Gyllenhaal's involvement filled the rest of the first page.
Upcycling Booth at Outside Lands 2014
To promote the Season 2 premiere of Human Resources, Pivot sponsored EcoLands at Outside Lands Music Festival in 2014 as it naturally aligned with the show's recycling message geared towards Millennials who loved pop culture, music, comedy, and the environment. We created an Upcycling Booth, where festival goers learned how to make DIY festival jewelry out of recycled goods directly from the source - Tiffany and Darshan, the heads of Design at Terracycle, the company featured in the show. We also worked with SuperFly events to create newsletters and social media posts that marketed our presence. Pivot's Marketing and Creative Services Departments designed and created all of the booth's signage, premiums, and collateral while TerraCycle designed and built the booth's decorations.
Outside Lands Facebook Post
Outside Lands Newsletter Promotion
Outside Lands Facebook Post #2
Outside Lands Website Promotion
Outside Lands Tweet
Monster.com - Find Better
In 2013, Pivot TV teamed up with Monster, the job search site, to create a multi-platform initiative to encourage Pivot’s audience of passionate Millennials to “Find Better” in their careers and lives, and provide them with the necessary knowledge and tools to do so. The campaign focused on a multi-platform approach, combining integrated live programming and a digital web series, promoted through social media, digital placements, and on-air television promos.
Monster.com - Case Study Video
CityStrong Los Angeles, presented by Heineken
Heineken tasked Pivot with creating a video that exemplified their new tagline: 'Open Your City'. We created a 2 minute tour of Los Angeles that showcases the places people don't know about, hidden right in their own backyard.
CityStrong Los Angeles
16th Street, presented by Hyundai
In the spirit of Hyundai’s “New Thinking. New Possibilities.” tagline, Pivot created a multi-platform program that celebrates emerging filmmakers by working with non-profit Students of the World to produce a four-part original interstitial series that aired during pivot’s ground-breaking show HITRECORD ON TV.
The “16th Street” film series explores the power of collaboration and the creative process of bringing together emerging filmmakers, a dancer, and a musician at Oakland’s historic 16th Street Station.