Migrating Millions of Viewers Without Losing Trust
NBC & Bravo Content Migration to Peacock Strategy
The Problem
NBCUniversal’s exit from Hulu required moving massive audiences to Peacock — without triggering churn or brand confusion.
Insight
This wasn’t a “switch.” It was a homecoming — fans needed reassurance, clarity, and value.
Strategy
Create a full-funnel migration strategy combining:
Content exclusivity
Emotional reassurance
Aggressive but thoughtful pricing
My Role
Led strategic framing, messaging architecture, and cross-portfolio alignment across brand, content, and performance teams.
Execution
Developed “Welcome Home” positioning
Orchestrated coordinated Bravo, NBC, and Peacock messaging
Launched a $1.99 limited-time offer to lower friction
Managed phased content migration and lifecycle comms
Impact
Targeted 876K subscriber by EOY across paid, free-to-paid, and offer-driven acquisition
Strengthened Peacock’s identity as the streaming home for NBC & Bravo
