The Office: Digital Content Strategy
At NBC I was tapped to lead a massive digital push to draw awareness to The Office, soon to be released on NBC’s steaming app “Peacock.”
The project started with an overhaul of the official The Office YouTube channel and Facebook page. By implementing a new release strategy - alongside custom edits, targeted tagging and tile and thumbnail changes - the YouTube channel saw the largest increase in viewership, engagement and subscribers of any NBC digital channel that year.
After the social media success, we applied similar tactics to The Office on Peacock. The Office is currently one of Peacock’s most streamed shows, and the social media channels continue to draw impressive numbers.
Webby Award Nomination / Best Video Remixes/Mashups / “Michael Scott Describes Working From Home” / 2021
388% increase in views across all channels
892% increase in watch time across all videos
422% increase in YouTube subscribers
Subscriber Strategy: Create custom, consistent, fan-forward series that diehard fans will look forward to watching each week.
Engagement Strategy: Reimagine fan-favorite and buzzy moments.
Release Strategy: Publish videos that capitalize on current and future digital trends.
Webby Award Nominated “Michael Scott Describes Working From Home” was created as a take on 2020.
The famous “basketball” clip was published the same day of NBA’s opening tip-off 2019.
“Michael Scott’s First and Last Interactions” launched in celebration of the anniversary of Michael Scott’s last episode.
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Old Thumbnails
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New Thumbnails
YouTube Results
Multi-platform Release
All custom videos and clips were posted to YouTube, Facebook, Instagram and NBC.com.
The Office on Peacock
Custom collections and bundles were uploaded to The Office page on NBC’s new Peacock streaming app.
