SNL50: Beyond Saturday Night was a docuseries that gave a never-before-seen, inside look into SNL - everything from the auditions, to the writers room, to deep dives into iconic sketches like "More Cowbell". My role for this title was leading the strategic positioning and go-to-market campaign, working closely with both the Peacock and SNL teams to do so. After leading the strategy, I oversaw the 360 campaign from concept into execution - including the trailer, key art, OOH, paid media, social and more.
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I also led the clipping efforts for this title, identifying clips from early stages in the doc that I felt would be strong hooks into the series, and that I believed could catch fire as "buzzbits" on social to attract audiences into the wider series. After identifying these clips, I worked with our social team to edit and finalize them for TikTok, Instagram, Facebook and beyond, and the results saw every single clip shattering our channel averages, with many pulling over 300+% the norm for unpaid views on these channels.
