Reba McEntire x The Voice | Season 24

DMM produced a full-service multi-phase social media campaign for NBC’s Emmy award-winning series, The Voice, maximizing the influence of its newest coach, Reba McEntire, to amplify key messaging and drive overall awareness, viewership, and social growth.


In collaboration with NBC, DMM leveraged our expertise in talent relations to produce personalized social media strategy and custom content across Reba’s social channels, focusing on TikTok and Instagram Reels. DMM provided Reba with a dedicated on-site Social Media Producer throughout the filming and promotional window of Season 24 of The Voice to capture content and coordinate activations. The campaign positioned Reba as the ‘Queen of the Voice’ and highlighted her on social media as she executed trends and rolled out custom content captured and edited by DMM’s producer. In this way, DMM utilized Reba’s platforms to expand the reach of key NBC messaging and amplified tentpole marketing beats throughout the season.



DMM aimed to introduce Reba to the existing Voice fandom, amplify her social presence, and drive her over 15M followers to The Voice. DMM targeted a new, young generation of fans by tapping into current trends through TikTok and Instagram Reels. We also leveraged tangential talent followings via group activations, tags, Collabs, and other platform functionality to expand reach into related audiences. Overall, DMM planned to boost Reba’s social footprint by capturing exclusive, relatable behind-the-scenes content, creating viral moments, and providing tailored guidance throughout the campaign.


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.