I was lucky enough to dig into a new WGBH production this fall, leading the content creation and social media strategy for PBS’ “I’ll Have What Phil’s Having.” With over 200 assets produced exclusively for social media distribution, social media expanded the reach of the new PBS show and introduced new audiences to the program. Videos, GIFs, graphics and images were rolled out before, during and after #WhatPhilsHaving Season 1, optimized for different platforms and for different audiences.
Through this distributed content strategy, #WhatPhilsHaving posts reached over 3 million (cumulative, not unique), with over 600,000 views of Phil videos on Facebook. Over 200,000 social media users engaged with #WhatPhilsHaving content over the course of Season 1 across all social platforms. The reach of Phil’s social media blasts was amplified by Hollywood elite: users such as Jerry Seinfeld, Jon Favreau, Mindy Kaling, Sarah Silverman, Kate Upton and Sia — users with a combined social media following of 40 million — posted about the show on social media, growing the buzz and the “I’ll Have What Phil’s Having” brand exponentially.