Playfull
Playfull
In 2018, NBCUniversal partnered with BuzzFeed to launch a new parenting brand targeting millennial parents. As Supervising Producer and Brand Lead, I oversaw all content operations and brand strategy from concept to execution.
Content included hundreds of pieces of social-first content within the parenting space, including food, DIY, narratives, viral UGC videos, and humor . Our content was thoughtful, diverse and inclusive, and offered parents clever and creative ideas for raising all types of kids.
What we created
Social video franchises spanning food hacks, DIY projects, and parenting humor
Today Show segments - Multiple cross-platform integrations with NBC's flagship morning show
Celebrity partnerships - Including a tongue-in-cheek video with Charlize Theron
Olympics TV spot - :30 ad running during 2018 Winter Olympics
Brand partnerships - AT&T, Subaru, Walmart, and others
Year one results
2M followers
1B+ video views
Dozens of viral hits reaching target millennial audience
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High chair hacks every parent should know
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Calming toys for kids on the spectrum
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I Suffered From Postpartum Anxiety
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My mom gave me cannabis to save my life
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5 easy dinners using ground beef
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DIY home remedies for sick kids
