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Special Project

Special Project
From the 10th Annual Shorty Awards

Will & Grace

Entered in Multi-Platform Campaign


A beloved show and highly anticipated revival, Will & Grace originally ran in an age before social media, and its revival initiated the challenge of bringing the prime time darling to the digital age. To accomplish this, we focused on reminiscing the iconic moments from the legacy seasons, introducing the Fabulous Foursome to a new generation of fans, and opening the floodgates on Will & Grace digital content for the first time ever. Will & Grace's season premiere was heralded as "the most social half hour comedy (or sitcom) measured since the start of Social Content Ratings" by Nielsen Social Content Ratings, and by the conclusion of the 2017 Fall season, Will & Grace ranked as the #1 most social broadcast comedy show by NSCR.

Strategy and Execution

After an 11-year hiatus, we ignited Will & Grace fans with digital content across social channels for the first time ever. The internet was starving for clips from the original run and oh honey did we deliver by releasing hundreds of clips from all eight seasons via season and character-focused playlists. The next step? GIF it! We partnered with Giphy and Tenor to create brand pages (a first-to-market activation for Tenor) sharing countless legacy GIFs pre-premiere. Once the internet was inundated with the Fab Foursome, we brought them to life through in-universe social accounts like Grace Adler Designs on Pinterest. The fandom became so activated in anticipation of the new season, a Facebook Community page for "The Beaverhausens" was created to geek out over every slap, "JUST JACK" and tummy touch.

ORIGINAL CONTENT: In addition to flooding the internet, we created a series of custom content franchises across social platforms to familiarize fans with the Fabulous Foursome, engage the fandom, and build affinity.

TALENT: The construction of an on-set social lounge allowed for unprecedented access to talent, giving the Will & Grace social channels the opportunity to host influencers, guest stars and cast for activations.

PARTNERSHIPS: The quest to Make America Gay Again continued by partnering with some of our favorite charities, outlets and apps to raise awareness and some money ($600,000 to be specific).



Video for Will & Grace

Entrant Company / Organization Name

NBC Entertainment Marketing & Digital, Digital Media Management


Entry Credits