“The Voice” Finale
As Usher’s Head of Social for almost 2 years, I developed his social media strategies—writing, editing, publishing, and measuring. While he was on NBC’s, “The Voice”, his fans had voted consistently, propelling artist Josh Kaufman into the finals. But the battle was not yet won. We needed a unique insight for the season finale vote.
My Role
Head of Social
The Insight
In a flashback to ‘Judge Confessionals’ on an earlier episode, I recalled Usher had confessed something that his 80% female fanbase had reacted to in Social.
“I cook in my underwear.”
The Promise
I knew I wasn’t the only one who remembered episode 623, so I proposed a deal with his fans to drive voting and secure victory.
“If Josh Kaufman WINS...
I will prove I cook in my underwear!”
The Proof
Results
* Organically reached a record breaking 75% of Usher’s active Facebook fanbase
* Organically engaged a record breaking 45% of Usher’s active Facebook fanbase
* Identified original, short-form comedic video as a high performing content type, informing subsequent strategy
* Further amplified "The Voice" victory by generating significant coverage in the media:
People Magazine, E! Online, Perez Hilton, NY Daily News, Yahoo, Access Hollywood
