Results
Our focus on amplifying Reba’s social presence was strategically executed by providing comprehensive 360 support, including everything from weekly tailored creative ideation and content rollouts to curated toolkits and content production and editing. Our custom social guidance from pre-premiere to finale generated 354 posts from Reba that drove 63M+ views, 2.8M engagements, and 247M+ estimated impressions.
We partnered with Entertainment Weekly for the premiere and organized an Instagram Stories takeover using BTS content recorded on set with Reba. Our social content producer scripted, captured, edited, and delivered exclusive content EW shared with their 2.4M followers, driving tune-in to premiere night and garnering over 6.8M estimated impressions.
DMM continued to leverage social partnerships in season, most notably during a New York City press tour. DMM’s Social Content Producer shadowed Reba during a fast-paced day filled with high-profile appearances, capturing all the excitement and orchestrating social opportunities with fellow A-listers like Seth Meyers, Andy Cohen, Hoda Kotb, Jenna Bush Hager, Al Roker, and Troye Sivan. One of the top-performing posts was an outfit transition video we filmed featuring Reba and the hosts she interviewed with. When sharing the edit, DMM organized a six-way Instagram Collab with TODAY Show, Late Night With Seth Meyers, Watch What Happens Live, NBC, and The Voice, amassing 2.5M views and 71K engagements.
The Collabs did not stop in New York, as DMM’s Social Content Producer took every opportunity on set to tap into other social followings in Reba’s orbit. For example, DMM leveraged a trending sound to introduce Season 24’s Mega Mentor, Wynonna Judd, sourcing the perfect audio and format to amplify the moment. The video was posted to Reba’s TikTok, generating 3.9M views. DMM also strategically worked with Reba’s fellow Voice coaches on social with the top performing coach Collab garnering over 2.4M views and 39K engagements featuring Reba and Gwen Stefani.
To celebrate the end of an incredible first season of Coach Reba, we worked with Reba to take fans behind the scenes of finale day via The Voice’s Instagram Stories, from rehearsals to the live tapings. Reba’s takeover gave fans the ultimate backstage pass featuring a sneak peek at her wardrobe for the episode and a first look at her duet performances for the night. DMM coordinated and captured all content posted to The Voice Instagram Stories for the takeover, resulting in 3M estimated impressions.
Working with a Coach like never before in Voice history, The Queen of Country received the social royal treatment, revitalizing Season 24 of The Voice and establishing a framework for future collaborations with Coaches.
