Context: Peacock adapted Elin Hilderbrand's bestselling novel into an original series and needed to convert an existing reader fanbase into premiere-week viewers.

Challenge: Reach the Romanticizers, an audience defined by aesthetic and aspiration rather than genre, on a quick-turn timeline that limited negotiation leverage and creator availability.

Approach: I supported a 15-creator program structured in three phases mapped to the funnel: BookTok to activate the built-in reader base pre-premiere, hosting and food creators to bring the show's dinner party world to life, and lifestyle creators to carry reach at launch. I owned the post-campaign reporting end to end, building the measurement model and analyzing performance by cohort, platform, creator tier, and creative approach. Because the roster spanned very different creator types and spend levels, raw efficiency metrics would have flattened real differences in value, so I built a Reach, Relevance, and Resonance framework that scored each partner against the role they were cast for and graded creative qualitatively alongside the numbers.

Outcome: 1.14M views and 36.9K engagements across 27 posts, with the top three creators delivering a $0.10 CPV. My reporting surfaced three learnings that reshaped creator briefing on subsequent titles: Instagram drove reach while TikTok drove engagement at a 5.17% rate versus 0.41%, creators who led with personal narrative outperformed those who led with polished aesthetic, and BookTok partners flighted pre-premiere were restricted to spoiler-free content that missed the show's dramatic hook. Those findings now inform creator casting and flighting across the Peacock slate.