WELCOME HOME NIKKI GLASER?
When famous comedian Nikki Glaser decides to move back home to St. Louis at the top of her career it is quite an adjustment from the hustle of LA. In this reality series that sees Nikki living a real life rom-com, she has to balance her work, her love life and her family while she figures out where she belongs. For our creative strategy, we wanted to be true to Nikki Glaser's comedic style, using her voice as the tone of the campaign to help differentiate the show from E!'s previous reality offerings.
Campaign Collaborators: Donald Adler, Arsonal, Jonah Birns, Greg Brayton, Kelin Handville, Carlyn Hudson, Imposter TV, Erik Jeffrey, Kevin Mazeski, Natalie Miller, Mocean, Annie Rakel
PROMOS
We created a variety of shoot and clip spots were created to hit the demographics of Nikki's fan-base, fans of reality tv as well as fans of romantic comedies.
SHOOT PROMO: REAL ME
Showcasing Nikki's relationship with her parents, this spot set up the show and introduced the family dynamic in a fun, relatable way.
SHOOT PROMO: HAVE IT ALL
Leaning in on Nikki's self-deprecating humor, this spot is out to prove to fans that even though this is a new format for her, she'll always be Nikki.
CLIP SPOT: HEADING HOME
This spot highlighted the real-life romantic comedy element of the show's plot.
KEYART
For this concept, we created a practical set consisting of a small childhood bedroom, keeping with the theme of Nikki potentially outgrowing her hometown, feeling unsure if she belongs.
NEW E! REALITY CAMPAIGN
A mini-campaign within the larger advertising effort had us welcoming Nikki Glaser home to E! as the new face of the network's reality programming. By utilizing Nikki's acerbic wit, self-deprecating humor and provocative attitude, we were able to have some fun referencing E!'s legacy reality content while ushering in a brand new voice for the next era. This out of home campaign gained some notoriety and was even featured in Variety. Content was created for Billboards, Comedy Club takeovers, social accounts and linear on-air.
Bumper - Discount
Bumper - Richest Women
Bumper - Who Cares?
Bumper - Earring
PRESS RELEASE - THE ROAST OF E!
The first piece of content released for the show was targeted towards pre-existing fans of Nikki Glaser who are already familiar with her as an impeccable roast-master. By having her roast the E! network, we were showing that although this was a new format for Nikki, the show would be true to her comedy and we would not be pulling any punches, as well as acknowledging the brand can have a sense of humor about itself.
NIKKI x NBC CROSS PROMOTION
In order to spread awareness for this new show, we were able to target audiences of a variety of like-minded viewership and create custom promos and social content speaking directly to those demographics.
NIKKI x THE REAL HOUSEWIVES
NIKKI x TEMPTATION ISLAND
NIKKI x SATURDAY NIGHT LIVE
NIKKI x BELOW DECK
ROM-COM MARATHON MOVIE WRAPS
Nikki hosted a weekend marathon of romantic comedy movies on E! with these hilarious custom bumpers airing during breaks.
Wrap - No Man Needed
Wrap - Never Settle
Wrap - Come Over
Wrap - Weddings
TARGETED MESSAGING CUSTOM PROMOS
The week of the premiere, we created a variety of custom messaging to make sure we could blanket the air with Nikki Glaser and hit the maximum amount of viewers, as well as target listeners to her popular podcast.
CUSTOM PROMO: DVR
Nikki couldn't get her show on a streamer, but this is the next best thing.
CUSTOM PROMO: NIKKI WEEK
Because one night with Nikki is never enough
PODCAST SPOT
Nikki's mom is a beloved frequent guest on her show, so who better to keep listeners from hitting that "skip" button than a voice they know and love who will give it to them straight.
EPISODICS
Weekly continuity promotion highlighting individual storylines
Episodic 1
Episodic 2
