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Special Project

Special Project
From the 11th Annual Shorty Awards

Snitch Cop (Roy Wood Jr.)

Entered in Comedy Video


The objective of this piece of content was to expand upon the world of No One Loves You and promote a stand-up special in a non-tradional way. While traditional preview clips can be successful ways of promotion and drive engagement across social, it was important for us to utalize Roy Wood Jr.'s amazing ability to craft stories to create a piece that could both compliment his special and stand alone as a piece of original content.

Strategy and Execution

While the objective of this piece was to showcase Roy's stand-up in a non-traditional way, we also didn't want to true stand-up fans to be turned off by content on our feeds that didn't play as traditional stand-up. By beginning the piece with a joke from Roy's actual special, the viewer is able to see a direct connection between his set-up/punch line and a more abstract social critique. In addition, this video has broader appeal to Comedy Central audiences as whole. The video orginiated on the Stand-Up account and then was cross posted/ sharing on both the main Comedy Central and The Daily Show page, we gave the video a diverse and large audience.


Snitch Cop earned a combined 1.5 M views and 24K engagements across CC/CCSU social. In addtion, Roy's support for the piece on his social feeds help drive further conversation.


Video for Snitch Cop (Roy Wood Jr.)

Entrant Company / Organization Name

Comedy Central - Viacom

Entry Credits