Entertainment
E! PEOPLE'S CHOICE AWARDS
Reshaping the Inaugural E! Airing Through Social Media Strategy & Digital Production
OVERVIEW
E! Network, a subsidiary of NBCUniversal, is a global entertainment brand and the leader in pop culture and lifestyle programming. Ayanna Henderson served as Social Media Manager for the People's Choice Awards, playing a pivotal role in E!'s digital marketing team and its external agency Truffle Pig — steering the inaugural airing of the People's Choice Awards on E! to resounding success.
SERVICES
THE CHALLENGE
E! Network sought to breathe new life into the People's Choice Awards, targeting a younger, more digitally-engaged audience while expanding its reach and viewership. The awards show had traditionally aired on CBS, and E! needed a bold digital strategy to reposition it for a new generation of fans across social and streaming platforms.
OUR APPROACH
Ayanna assumed full ownership of the social media strategy for the event. She managed digital production with a primary focus on dynamic display, rich media, and paid social creative. She collaborated across in-house Strategy, Creative, and PR teams to champion social-first ideas and execute integrated activations. Ayanna led communications throughout the project lifecycle — aligning external agencies with internal stakeholders across Creative, Media, Production, and Affiliate Network Marketing — and integrated with E! News, E! Entertainment's social teams, and other NBCUniversal partners for a holistic, multi-platform approach.
THE RESULTS
34M
Total engagements with E!-produced digital and social content (E! Network reported figure)
3M
Live streams — E!'s biggest live digital video audience in network history
4.1M
Total viewers across NBCUniversal channels
#1
Youngest-skewing audience in Nielsen recorded history for the award show
Ayanna Henderson's instrumental role as the Social Media Manager for E!'s People's Choice Awards played a pivotal role in reshaping the event's image and success.
— E! Network / NBCUniversal
SCOPE OF WORK
Social media strategy and management, digital production (dynamic display, rich media, paid social), cross-functional collaboration with Strategy, Creative, and PR, stakeholder communications across Creative, Media, Production, and Affiliate Network Marketing, trafficking and tracking implementation, and NBCUniversal multi-platform integration.
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