CONTEXT
UCP, a division of Universal Studio Group, brands itself as the home for visionary storytellers. They create award-winning content for leading media platforms like Netflix, Hulu and Amazon Prime, and position themselves as a more premium hub for entertainment in comparison to NBCUniversal’s other subsidiaries.
OBJECTIVE
Through my work at Digital Media Management, I was responsible for the social media management of UCP’s accounts. My duties covered content curation, copywriting, and community engagement. My output included but was not limited to:
Conducted extensive marketplace analysis and competitor auditing, specifically on LinkedIn as that was the social platform that posed the greatest opportunities in respect to UCP’s brand mission
Ideated new content output, working with Digital Media Management’s designers to build graphics, videos, and social media templates, while staying within UCP’s strict brand guidelines
Monitored social media activity, identifying unique opportunities to engage with talent, fans, and journalists to extend our reach and strengthen UCP’s voice in their community
Increased social media performance, most notably increasing UCP’s followers on Instagram by 80%
Maintained daily correspondence with our associates at NBCUniversal to curate weekly press roundups that highlighted UCP’s recognition in the media
PRODUCTS HANDLED:
Dare Me, The Magicians, Umbrella Academy, Resident Alien, The Sinner, Punky Brewster, Suits, Psych, Briarpatch, Dirty John, Homecoming, and more.
HIGHLIGHT: THE SINNER SEASON 3
Working with USA Network’s The Sinner, we worked on a set of brand assets that were curated across Facebook, Instagram, and Twitter to build up excitement and awareness around the show’s 3rd season arriving on Netflix.
For each of the following pieces, I hand-picked photos and video clips from the season, created detailed briefs for our DMM designers, and wrote up 3 varieties of copy, specifically oriented toward each social media platform:
Along with the video editors, we created a high energy and intense 1 minute trailer to help us hit the ground running as we built up to the season 3 premiere on Netflix.
Watch the trailer here
Working with our partners at NBCUniversal, we asked Bill Pullman and Matt Bomer to reflect on their most challenging, enjoyable, and memorable moments from the season.
Watch one of the clips here
Again working with the video editors, we created two additional videos pieces, one highlighting the rave reviews of the season, and another bringing a script to life by juxtaposing text next to the corresponding scene.
Credits: Universal Content Productions’ branding (including the gif displayed in this page’s thumbnail) is courtesy of Alex Judson, Creative Director at NBCUniversal