The Peabody Awards
Helped Tell the Stories that Matter.
The Peabody Awards are the definition of substantive entertainment - they recognize intelligent, impactful works and use content as a force for good. Its nominees are a collection of stories that powerfully reflect the pressing social issues of our day.
Using provocative imagery and powerful prose, and with the help of renowned figures and cultural icons, we built a campaign to promote the 2022 awards and reveal its nominees that respected the weight of the stories told and the characters at the center.
The Peabody Awards
The Peabody Awards are the definition of substantive entertainment - they recognize intelligent, impactful works and use content as a force for good. Its nominees are a collection of stories that powerfully reflect the pressing social issues of our day.
Using provocative imagery and powerful prose, and with the help of renowned figures and cultural icons, we built a campaign to promote the 2022 awards and reveal its nominees that respected the weight of the stories told and the characters at the center.
Helped Tell the Stories that Matter.
A Custom Tailored Creative Strategy.
Working with the client to understand desired metrics and outcome, we built a modular approach that teased nominated content to drive interest, leveraging celebrity power and generating awareness through channel specific, digestible cutdowns.
Overseeing media strategy, assets were distributed through a variety of channels including a successful phased paid social campaign built to drive momentum prior, maximize engagement during, and maintain conversation after.
Results Matter.
Across channels, our custom Peabody content - organic and paid - generated 25M+ impressions and 142K+ total link clicks. Further, we drove a 20% increase in organic traffic on site for 2 weeks following the end of the awards.
Content Development.
In all, we worked with Peabody Awards stakeholders and celebrity talent to create a robust library that included 50+ unique sets of content, 32 nominee videos, 5 teasers, and 4 promos over a consolidated schedule of 4 weeks.
A Campaign that *Matters*.
Channeling The Peabody Awards purpose-driven identity, we built a visual language and copy rooted in the idea of telling *Stories That Matter* - finding ways to build on their brand and embellish tone where we could.
