Overview
Peacock partnered with Digital Media Management (DMM) to execute an influencer campaign supporting the launch of The Office through the lens of the Party Planning Committee.
Peacock’s The Office Influencer Campaign
Partnering with superfans to celebrate the new home of The Office on Peacock.
Strategy
DMM invited seven top-tier influencers who were superfans of The Office to join the Party Planning Committee in celebration of its new home on Peacock. Each influencer received a customized mailer containing party supplies and show-themed swag.
Influencers posted Instagram and TikTok content to drive awareness of the series on Peacock over launch weekend and the weeks following to sustain excitement around and encourage viewership of the show. Several included items from the mailers in their content and promoted new bonus episodes and binge-watching in corresponding captions.
Results
The seven top-tier influencers with 21.9M+ combined followers posted 25 pieces of content resulting in 7.2M impressions, 989K engagements, 1.1M video views and a 13% engagement rate.
One of my favorite scenes from one of my all time favorite shows! Thanks for the opportunity @PeacockTV! #sponsored Stream #TheOfficeonPeacock now! #TheOffice #PeacockTV #iykyk
OMG I was asked to be a part of the party planning committee to celebrate The Office having a new home on @PeacockTV and I’m so excited!!! I’ve been looking for an excuse to dress like my favorite character (and one of my favorite friends and TV mama) for a while now and I think this is the perfect occasion! Let’s all binge watch together! Leave a comment and tell me your favorite episode! @PeacockTV #PeacockTV #TheOfficeOnPeacock #TheOffice #Ad
Keith Eats Everything Michael Scott Eats from #TheOffice
To celebrate The Office streaming now on @PeacockTV, Keith sits down to try all of Michael Scott’s favorite foods. #TheOfficeonPeacock #theoffice #PeacockTV #Sponsored
Brooklyn and Bailey (@brooklynandbailey)
Oh, it is on, like a prawn who yawns at dawn. Launch Party, anyone? Can’t wait to binge watch #theoffice 🙌🏼 Now streaming only on @peacocktv ! #ad
Learning all about party planning to have my own launch party to celebrate #TheOffice on @PeacockTV! I ordered my favorite dish from Chili’s (I got Matty a treat, too) to help imagine me winning my very own Dundie! Catch up on all seasons of #TheOfficeonPeacock #ad #peacocktv
7.2M
Impressions
989K
Engagements
1.1M
Video Views