The Challenge Traditional broadcast sponsorships lean on linear-TV instincts — heavy branding, horizontal framing, passive messaging — that fall flat in vertical feed environments. NBCUniversal Local advertisers needed an offering that felt native to platforms like Meta and TikTok while still meeting strict editorial guidelines and driving measurable business outcomes.
Strategy & Execution
- Developed replicable social-first franchises and content verticals in close collaboration with Sales, Legal, Audience Development, and Editorial Standards.
- Served as the strategic bridge between brand partners, in-house production crews, and digital editorial teams, establishing social-first creative direction guidelines around hook rates, vertical framing, UGC-style pacing, and mobile audio design.
- Guided teams on meeting NBCUniversal’s editorial standards while tailoring content to fit each client and audience.
Impact & Results
- Guided cross-functional production teams in producing agile, platform-native assets for major brands including Hill’s, Acura, and the U.S. Army.
- Shifted audience perception from static brand placements to social-first engagement, driving higher retention and conversion across social feeds.
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