National Theatre at Home (YouTube)
YouTube Channel Manager | Social Media & Content Lead
Won Time Out’s ‘Time In’ Award as a Lockdown Cultural Saviour for our digital-first theatre provision during the March-July 2020 lockdowns.
I managed a weekly full show premiere on YouTube, growing channel subscriptions from 70k to 700k in five months.
Leading and training a team of community managers, I engaged with and moderated viewers on the YouTube premieres and chatted to them across our social media accounts during the live moment each week.
Surrounding content for the weekly campaigns included fundraising quizzes, trailers and clips, original activations with talent, gifs, memes and text posts.
FULL SHOW VIEWING FIGURES
🎞️ 15 million views 🏘️ 9 million households 🌍 173 countries 🎉 16 weeks 😊 40% U35
🎞️ 15 million views 🏘️ 9 million households 🌍 173 countries 🎉 16 weeks 😊 40% U35
Social media content campaign
🎞️ 18 million views 🙋♀️ 1.6 billion impressions ⭐ 800k follower growth
The surrounding content included a weekly campaign of clips and trailers, as well as original content produced with influencers and talent.
I live tweeted reactionary (but carefully planned) memes, images and comments each week, to successfully make #NationalTheatreAtHome a UK trending topic each week.
Influencer collaborations
I worked with talent (who were stuck at home!) to arrange cast reunion zooms, homemade videos of orchestras, live Twitter Q&As with Gillian Anderson and Mark Gatiss, an Instagram Live fundraiser with Tom Hiddleston and Josie Rourke, and a series of National Theatre at Home Quizzes with people including Helen Mirren and Ian McKellen.
We even got the Speaker of the House of Commons to record a ‘half hour call’ for a production set in parliament.