NBC NEWS


brand marketing & advertising

April 2021Now ︎︎︎

As a Brand Marketing Coordinator at NBC News, I work with a cross-functional team to develop and execute consumer-focused brand marketing communications for core NBC News brands, including:






brand campaign for NBC News NOW


My team launched a high-impact brand campaign for NBC News NOW ︎ with the strategy of building awareness and adoption of the network as the best source of streaming news – brought to you by the journalists of NBC News, free to watch, and available to stream everywhere. 

Working with the in-house creative team, we delivered for 12 high-impact OOH placements in New York City and Los Angeles, 2 commercials that aired in the Super Bowl LVI, an off-channel digital campaign + a comprehensive branding update across key OTT partners (Amazon Fire, Samsung, Roku, Hulu, YouTube, and more). 

I played an instrumental role in planning and keeping track of campaign production, and facilitating everything that needs to happen between the media plan to the final creative:

    • brief design team on the list of deliverables + creative specifications
    • plan production timelines
    • QC and proofread assets to make sure they are to spec
    • organize a high volume of assets and deliver final files

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The campaign ran in Q1 2022 where NBC News NOW saw its best quarter on record with nearly 100 million hours streamed.














original podcasts


NBCUniversal News Group is a top 5 podcast publisher in the U.S. In 2022, NBC News launched Truthers: Tiffany Dover Is Dead* and Southlake, 6-episode limited series created by NBC News journalists.

To execute a go-to-market strategy for news podcasts, I project manage the creative production of promotional assets that drive audiences to subscribe and listen:

    • work with the design team and facilitate the workflow for creating promotional graphics to be used on-air and on social
    • oversee the versioning and delivery of artwork to be used in high-impact key art placements across Apple Podcasts, Spotify, Stitcher, NBCNews.com, etc.


︎︎︎

Tiffany Dover Is Dead* hit #1 on the Apple Podcast chart within 24 hours of launching in April.





Southlake quickly ranked as the #1 podcast on Apple Podcasts and reached 3M+ downloads in 2 months.










2022 midterm elections



As a contentious midterm election cycle drummed up, my team launched a marketing plan to drive tune-in to the 2022 midterm election coverage on NBC News NOW, highlighting the robust roster of NBC News journalists that will lead the coverage.

The campaign consists of digital on-platform promotion with streaming partners to target viewers right where they are watching, as well as TV promos, native social posts, digital display ads, and out-of-home billbaords at 30 Rock. I oversaw the development of a total of 235+ creative graphic deliverables in the span of 3 weeks.


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NBC News is the #1 broadcast network across the board for primetime midterm election coverage, and NBC News NOW averaged its biggest audience in 2022 during its primetime coverage.








TIFFANY LIJIA CHEN
︎ tiffany.lijia.chen@gmail.com
︎ New York, NY