Case Study

/2024 Paris Summer Olympic Games

205,000,000

ORGANIC VIDEO VIEWS

14,000,000

ORGANIC ENGAGEMENTS

273%

HIGHER 6-SECOND VTR THAN TIKTOK BRANDED MISSION BENCHMARK

Strategy: Sports content had historically underperformed on our channels, so rather than compete in the sports conversation, I repositioned our coverage as the intersection of culture and sports. I built a real-time social listening workflow and gave the team authority to react within minutes of a cultural trend forming, and secured a TikTok Branded Mission paid partnership to extend our editorial voice into paid. This became the template we now use for every major sports tentpole.

Objective: Make Access Hollywood's Paris 2024 Countdown Week impossible to ignore as a linear tune-in driver and as proof that our social presence could move the needle on Peacock's Olympics awareness. I set the target not just on social metrics, but on whether the campaign would justify social's seat at the table for future tentpole planning.

Results: Access Hollywood generated more video views during the Olympics alone than the entire 2024 award season combined (205M organic views vs 151M, plus 14M engagements.)

The TikTok Branded Mission and Branded Effect I secured added 34M additional views and 3M engagements, with submission rates 43% and 81% above TikTok's own Media & Entertainment benchmarks.

On the linear side, Countdown Week became the show's most-watched week of the season — proof the social strategy didn't just perform in isolation, it moved the metric I was actually accountable for. The campaign became the reference case for how we plan every major sports tentpole since and was duplicated for our 2026 Winter Olympics campaign in Milan.

Organic Content

5M Views

330K Engagements

55M Views

2M Engagements

2.5M Views

110K Engagements