Universal Kids is NBCUniversal’s children’s network.

Universal Kids is NBCUniversal’s children’s network.

My Role:

  • Help rebrand from “Sprout” to “Universal Kids” and create social style guides to define the brand online

  • Provide strategic leadership over the day-to-day management and production of content for the Facebook, Instagram, Twitter, and PopJam accounts

  • Align with department leads to create unified show strategies for “DreamWorks Where’s Waldo?”, “DreamWorks How To Train Your Dragon: Race To The Edge”, “American Ninja Warrior Junior”, “Barney”, “The Wiggles”, “Mighty Mike”, “Polly Pocket”, “Masha & The Bear”

  • Own the annual social budget and paid media strategy
    (I established a new strategy that increased impressions by 6x the benchmark)

  • Establish workflows with the creative team to make all content in-house

  • Set goals and KPIs and measure performance to optimize content based on what the audience cares about

  • Manage a coordinator and community manager based on the tools taught at NBCU’s management-intensive program “JUMP”

Results:

  1. After rewriting the Sprout social strategy for Universal Kids’ new target audience, we increased overall engagements by 49%, reach by 42%, video views by 49%, Instagram followers by 54%, doubled Twitter impressions and engagement rate, and IGTV views by 6x the benchmark in one quarter

  2. We created NBCUniversal’s first influencer campaign for “DreamWorks Where’s Waldo?” and made a case study for other teams to use as best practice

  3. After finding 70% of our audience watched content with the sound off, I created a standard for all video content to include captions

The Team:
SVP Marketing: Ellen Stone
VP Marketing: Priscilla Dohnert
Marketing Director: Diana Rojas
Social Media Coordinator: Mary Munshower
Community Manager: Melanie Hill Gilbert

Content Samples:

UniKids + TODAY.com Father’s Day
My Role: Collaborated with TODAY.com team to create and execute the strategy
The Ask: Use UniKids talent to create Father’s Day video
The Concept: Have kids dissect what a Dad Joke really is
The Results: Performed 77% higher than video views benchmark

DreamWorks Where’s Waldo? IGTV
My Role: Created original concept and edited script
The Ask: Use talent to promote “DreamWorks Where’s Waldo?”
The Concept: Use IGTV and top-performing talent, Joshua Rush, to increase show and brand awareness
The Results: Performed 7x video views benchmark