E! – The People’s Choice Awards

“We Love That You Love That” Campaign

my roles: branding, concepts, scripts, creative direction, directing voice talent

Our multi-phased “We Love That You Love That” campaign was designed to harness the passion of fans in order to expand social engagement, voting and ratings for E!’s People’s Choice Awards. The campaign was created to celebrate fans’ active role in the pop-culture they love, engaging them in the conversation early and getting them invested in the show’s outcome through socially driven CTAs.

Results

biggest awards show gain of the year across all of television
4.3 Million Total viewers, up 41% from the previous year.
#1 most-social telecast of the night across all of TV
51 million social engagements, up 33% from previous year
5 million live streams, the network’s biggest live digital video audience ever
In total, fans watched a whopping total of 336 million minutes of video content across linear, digital and social

"WHAT U LOVE" PROMO

An anthemic piece, leveraged across digital, social, and TV, that drove awareness, intent to vote, and set the overall tone of the campaign.

"YOU CAN CHOOSE" SOCIAL SERIES

This series of socially distributed content tapped into some of the most popular memes of the year, humorously reminding fans they were the ones determining the PCA’s winners while modernizing the 40-year-old awards franchise.