In a groundbreaking achievement for digital media, Ayanna Henderson has been chosen as the Social Media Manager for E!'s highly-anticipated airing of The People's Choice Awards. Her strategic direction led to unprecedented success, delivering the youngest-skewing audience in Nielsen recorded history for the awards show, previously aired on CBS.
Ayanna's role as the People's Choice Awards Social Media Manager involved close collaboration with key stakeholders across E!'s digital marketing team, Truffle Pig Agency and live events division. She championed a social-first approach throughout the organization, ensuring cohesive branding and strategy alignment.
As the leader of the People's Choice Awards social strategy, Ayanna directly managed social media activities, overseeing the creation and delivery of dynamic content, rich media, and paid social campaigns. Her efforts resulted in a seamless integration with other in-house teams, such as Strategy, Creative, and PR, facilitating the execution of integrated activations, events, and strategies.
Effective communication was key throughout the project lifecycle, with Ayanna leading efforts to align external agencies and internal stakeholders from Creative, Media, Production, and Affiliate Network Marketing. This ensured a unified vision and flawless execution across all channels.
Ayanna also played a vital role in coordinating with internal and external trafficking teams to guarantee correct tracking implementation and meet delivery deadlines. Her meticulous attention to detail ensured flawless execution and maximized engagement across all digital and social platforms.
The success of Ayanna's efforts was evident in the record-breaking viewership and engagement achieved by The E! People's Choice Awards. With 3 million live streams across digital and social platforms and a total of 34 million engagements with E!-produced content, the event solidified its place as a multi-platform phenomenon.
As cited by Multichannel News, 'The E! People's Choice Awards' reached 4.1 million total viewers and 1.8 million adults 18-49 across E!, Bravo, Syfy, Universal, and USA Network on Sunday night, showcasing the immense impact of Ayanna Henderson's social media strategy and execution.
