Overview
Peacock partnered with DMM to produce and execute an influencer campaign supporting and driving awareness and viewership to the Miley Cyrus Pride Special.
Peacock’s Miley Cyrus Pride Special Influencer Campaign
Celebrating the LGBTQ+ community in celebration of Pride month with the Miley Cyrus Pride Special Concert Event streaming on Peacock TV.
Strategy
DMM leveraged 10 influencers and 6 meme accounts to post content pre-promoting the Miley Cyrus Pride Special in their own unique ways and encourage their audiences to tune into the concert and watch along live with them and Miley. The influencers posted 1 Instagram timeline image, video, or Reel post to promote the event, as well as 1 set of Instagram stories during the special, while each meme account was provided an exclusive clip from the show to meme-ify and post to their Instagram pages.
Results
In total, 16 Instagram accounts, consisting of 10 influencers and 6 meme accounts, posted 96 pieces of content overall resulting in 9.2M organic impressions, 472K engagements, 5.15% engagement rate, and 5.4M video views.
Conor McKenzie (@conor_mckenzie)
had to slip into something more appropriate for the #MileyPrideSpecial streaming TONIGHT on @peacocktv 💅🏼✨ watch with me at 8PM EST and follow along on my IG stories! #ad
TOMORROW is the official @Peacocktv x Miley Cyrus Pride Special!! I’ll be watching and commenting on my stories tomorrow starting at 8pm EST, and Miss Miley will also be watching live! Head over to my stories for the link!! #MileyPrideSpecial #ad
📸: @fie1ds
Make sure you hydrate and watch the #MileyPrideSpecial streaming June 25 only on @peacocktv
9.2M
Impressions
472K
Engagements
5.15%
Engagement Rate
5.4M
Video Views