Strategy: I built two parallel tracks. First, I developed original franchises. I pulled from both our archival library and new interviews to design content that served current digital audience trends, rather than merely repackaging red carpet moments.

Second, I built the Ultimate Bracket Challenge, a recurring interactive series that turned pop culture moments into a standing engagement habit throughout the year instead of a one-off activation. The through-line across both was the same bet: that owning our own recurring formats, not just covering other people's events, was how we'd earn new audience's attention on a repeat basis.