Comedy Central gives audiences access to a world of super funny, personally relatable, culturally relevant, and provocative comedy that tells the funny truths of life, every day and everywhere. From award-winning late-night, scripted and animated series to stand-up specials, short-form and sketch, Comedy Central has it all.
Comedy Central teamed up with red carpet veteran and interviewer Josh Horowitz to create a lighthearted digital series featuring the biggest celebrities. Our goal was to create an engaging, buzzworthy series that would drive relevance amongst Gen Z and Millennial audiences and showcase the talent in relatable, funny ways. This series is a popular promotional vehicle for stars promoting new shows or films and other big projects.
Previously, we worked with Josh Horowitz for a similar YouTube format kicking off at the beginning of the pandemic, but we found that the longer format and the YouTube algorthim (which serves longer tail views) didn’t best support our goals. We reworked the series and strategically leaned into TikTok, where we knew we’d find the most receptive audience and where we would benefit from the immediacy of trending cultural moments.
We release the series across Comedy Central’s brand social accounts, but the strategic focus continues to be TikTok.
The Untitled Josh Horowitz Show has driven 12.6M views cross-platform (7.8M on TikTok) and 1.8M engagements (1.6M on TikTok). The series’ best-performing episode on TikTok features Simu Liu's with 5.4M views (the 3rd-overall best performing TikTok for the brand in 2021).
