Brian O'Toole: Integrated Marketing Expert + People Leader
Brian O'Toole: Integrated Marketing Expert + People Leader
Leveraging the reach of NBCUniversal’s platform and the integrity of its editorial voice to help in the fight against COVID-19
In response to the COVID-19 pandemic, Microsoft partnered with TheFightIsInUs.org to join in the fight against the deadly virus. Microsoft then came to NBCUniversal to help support a PSA, urging COVID survivors to donate their plasma containing antibodies to help others fight off the virus.
The Fight Is In Us had produced a series of star-studded PSAs, so our plan was to leverage the unrivaled scale of NBCU to drive both reach and frequency of this crucial public health message.
We also set out to feature this call to action in our trusted editorial outlets to ensure this message engaged fans when they are paying the utmost attention to their daily news intake.
To support the fight against COVID, we worked internally to donate a cohesive media plan across 13 linear networks and two digital editorial outlets.
We complemented that reach with three custom integrations across our portfolio, including branded editorial on TODAY, MSNBC, and E! News.
Extending the reach and impact of these integrations, all of our branded editorial received digital and social amplification.
The three custom integrations generated 6M linear impressions and an additional 300k impressions through three social posts and a branded feature on TODAY.com.