The Shorty Awards honor the best of social media and digital. View this season's finalists!

Special Project

Special Project
From the 16th Annual Shorty Awards

Yes Peacocks Make Sound

Finalist in Brand Voice


When you’re one of a handful of streaming services, it’s hard enough to stand out among the competition. It’s that much harder when the names of three of you all start with the same letter, “P” 😬 

In 2023 we set out to reintroduce @Peacock to the world – and honing our social persona and its voice was key to that happening. Our ultimate objective was to show up so consistently and unmistakably as ourselves that fans and competitors alike couldn’t help but notice (and give us a follow while they’re at it!).  

Strategy and Execution


@Peacock showed up and showed out in 2023, with a triple digit improvement in cross-platform organic engagement YoY (+264% from 27.5M to 100M). TikTok and Instagram, where we hyperfocused on scaling our community management and fan engagement practices, contributed 81% of that 100M total. 

Oh, and we also went ✨ viral ✨, earning significant attention from fans and media outlets alike for a little tweet we wrote about Max: 


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