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!).
☝️ One Voice, One Team...
Centralizing our copywriters and community managers because @Peacock should sound like the same, singular voice, no matter if it’s post copy or a post comment.
Shifting from third person “we” to first person “I” may seem minor, but it a had major impact in our tone, allowing us to be more conversational and sound less corporate
... but Versatility is a Must 💯
@Peacock’s persona is rooted in our master brand attributes and positioning, but just like you’d talk to your grandmother differently than you would talk to your boss or to your best friend or to your partner, @Peacock flexes its style and tone per platform to converse authentically with the core audience we’re seeking to reach
👂 Always On
Daily leveraging of social analytic and listening tools to monitor and identify the response opportunities with fans, as well as pop culture newsjacking opportunities to respond to uniquely and additively as a brand
Strong brand guardrails to help us assess these opportunities and whether/not it made business sense for us to jump in
@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: http://shortyawards.com/16th/no-we-were-not-hacked-that-one-peacock-tweet
