CBS FAN PROGRAM

We partnered with CBS to create a fan engagement program for NCIS. The idea was simple: we would create a branded fan club called Special Agents, that would give fans access to exclusive content and giveaways. We built the NCIS fan program from the ground up, developing a strategy that spoke directly to superfans, activating through social, email, and even lower thirds during episodes.

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I played a key role in driving this growth, wearing many hats across strategy, execution, and creative. I helped shape the campaign calendar, ran giveaways, built and managed the back end in Iterable, and oversaw fulfillment. On the content side, I wrote email campaigns (incorporating A/B testing to optimize performance) penned talent liners, and developed strategy decks and post-campaign reports. I also worked closely with the creative team to concept merch that fans would genuinely be excited to wear and share.

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The program’s success led to a wider rollout across several other CBS IPs, including Survivor, Ghosts, CBS Mornings, and Soaps. Each program was tailored to its unique fan base but built on the same foundation of connection, community, and smart creative.