Super Fans Unite
To launch the new series of Below Deck, we collaborated with NBC Universal and the Hayu team to deliver a 360 media campaign that leveraged the power of content creators to connect with the show’s younger audience. We sourced genuine Below Deck super fans, including comedian and presenter Romesh Ranganathan as the yachtie training instructor, alongside creators Max Balegde as a recruit and Grace Barry as a VIP yacht guest. Their enthusiasm and authenticity brought the campaign to life, engaging fans with relatable and entertaining content.
The campaign spanned TVCs, UGC-style social content, and OOH activations across multiple media formats. By integrating creators into hero brand assets distributed globally across OOH, SVOD, and TV, the campaign resonated with the show’s key audiences, showcasing the impact of blending social-first talent with traditional media.
