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From the 15th Annual Shorty Awards

Abbott Elementary Morning Announcement Voice Tweets

Finalist in Twitter


To continue Abbott Elementary's momentum, use creative formats to drive both awareness and engagement. Our custom Voice Tweets aimed to delight fans on the platform with unexpected content that could only be found on Twitter. 

Strategy and Execution

"Attention, all students and faculty. I am very important so you must listen to me…” With custom audio from talent (scripted by the show’s writers), Abbott Elementary's Principal Ava jumped on the intercom to support our return via Voice Tweets. We posted one each day leading into premiere and for digital day of air, with paid media support behind a few of them. Twitter TV also counted down to premiere with an exclusive voice tweet and custom talent shoutouts leading into our Season 2 launch.


Our custom Voice Tweets drove the highest VTR of ABC's Week 1 campaigns at 29% (vs. campaign average of 17%). Leveraging talent in support of unique creative executions like this, particularly within our DOA flights, helped drive performance and encouraged tune-in. Tactics like this helped make Abbott Elementary's Season 2 premiere episode ABC‘s highest-rated comedy telecast in three years, bringing in 10.4M total viewers in MP35.


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