Peacock is a new streaming service by NBCU and, similar to Netflix, they create original shows and push out series to binge watch. Having worked with NBCU for the past 4 years, they tasked us with helping launch their UK TikTok channel (@peacocktvuk) and growing the TikTok community, with a UK based demographic.
TikTok has taken over the social market in recent years with over 1m downloads in the UK alone, per month. With Peacock being a new service, NBCU wanted to penetrate the TikTok market with a focus on their new Peacock original show, Bel Air. Bel Air, produced by Will Smith, follows the modern adaptation of the Fresh Prince story. From the brief, we knew we were tasked with growing the UK audience with a specific focus on the target audience of Bel Air. Due to this our chosen strategy left us targeting 18-30 year olds based solely in the UK with further targeting toward users that focus on viewing entertainment-focused content on TikTok. When utilising TikTok Ads Manager, we’ve noticed a more granular accessibility for audience targeting, allowing us to focus more on users real-time behaviour rather than Metas' interest targeting that is now outdated.
Before we began marketing on the channel, the original 9 TikToks posted received a median of 800 video views and left the channel at almost 100 followers. However, since we have started working on the channel and developing video content, videos have now received a total of 2million views with average organic views of over 40K. The channel now stands at over 40K followers and over 220K likes across our posts with more than 96% of the audience are based in the UK deliverying on our goal to bring Peacock to a youth audience across the UK.
Moving forward, we are consistently building a relevant and engaged community. With the increased engagement, we have been supporting our paid social strategy with organic community management. We have found that by pinning the shows airing information in the comments, we answer the most common recurring questions and the engagements have become more relevant to discussing the shows we are promoting. We will be moving forward with TikTok ads for Peacock and hope to hit 100k in the near future!