TV to Social Activations
Using Usher's TV visibility to get fans to interact with his social platforms
We worked closely with the Usher, his photographer and NBC to vigorously promote the season across social media by creating #TEAMUSHER, Usher's online fanclub for "The Voice". Posts were used to call fans to download his artists' tracks and vote for them during prime time. It wasn't long before #TEAMUSHER embraced mentee, Josh Kaufman, propelling him into the finals and helping him reach top 10 on the iTunes Top 200 Singles chart.
We were closely observing Usher's interactions and tonality throughout the season, and ultimately found that "light-hearted humor" and "sexual innuendo" were the core things Usher's fans liked to see that drove social engagement. We used this insight + his mentee's momentum on the show for personal brand gain that would make it all worthwhile.
In a flashback to a quirky confessional from episode 623, Usher admitted to millions of TV viewers that he "cooks in his underwear". For weeks after, fans kept flooding his Facebook and Twitter asking him to "show them". We used this mass curiosity to set up a simple bet: If fans voted Josh Kaufman the winner of The Voice, Usher would cook everybody breakfast in his underwear.
Anytime an R&B sex symbol with a primarily female fanbase mentions cooking and underwear in the first person, the world pays attention. Ultimately, Josh Kaufman did end up winning & although it cant be 100% proven, it is highly likely the call to action had a lot to do with it.
The next morning, we posted the "cooking in my underwear" video on Instagram only for the first 3 hours, while simultaneously making the IG page private for the first hour, and used Facebook and Twitter to point users to the IG post. This caused a surge in follow requests on Instagram that ultimately gained Usher's IG account an additional 230K followers in a sigle day, while also increasing Twitter following by 404K and Facebook by a whopping 713K. This activation + total social activity during The Voice netted an additional 927K followers on instagram alone. Mission accomplished.