To launch the new series of Below Deck, we worked with NBC Universal and the Hayu team to partner with creators to appear in their hero launch assets. With a younger viewing audience, they wanted to utilise creators in a 360 media campaign.
We identified and sourced creators and talent who are genuine Below Deck super fans, including comedian and presenter Romesh Ranganathan as the yachtie training instructor, and content creators Max Balegde as one of the recruits, and Grace Barry as our VIP yacht guest.
Working alongside the team and agency partners, the output consisted of a TVC, UGC social content from the creatos, and OOH leveraging all media formats. This campaign demonstrated the power of utilising content creators not just on social media, but also in hero brand assets distributed globally across OOH, SVOD, and TV to truly resonate with the show's key audiences.
