Strategy: I developed a content creator program to bring beloved TikTok personalities to the biggest cultural events of the year as our guest digital correspondents. Instead of having our guests mimic a typical correspondent, we worked to create authentic storytelling that represented their own brand.

In addition to creators, I really wanted our content to feel real and raw, like our followers were in the room themselves. To accomplish this, we made distinct video and audio choices with our crew that helped us not only capture vertical content for our social channels, but still provide horizontal footage for our YouTube and linear platforms.

My final pillar in the renewed award season approach was to dive deeper into creative editorial and create moments with which fans would resonate.