01 / KEYS SOULCARE × THE DREW BARRYMORE SHOW
BROADCAST-TO-COMMERCE ECOSYSTEM
HOLIDAY 2025
Integrated GTM / Celebrity Content / Brand Storytelling / Creator Strategy / Amazon + Owned Commerce
Architected the amplification strategy to transform a one-day broadcast appearance into a connected ecosystem spanning original celebrity content, brand storytelling, creators, owned channels and commerce.
02 / context
the opportunity
Alicia Keys’ appearance on The Drew Barrymore Show created significant visibility during Keys Soulcare’s holiday marketing period. But broadcast exposure alone would be temporary.
The larger opportunity was to treat the appearance as a cultural and commercial tentpole, building anticipation before the episode, creating brand-owned value around the moment and extending audience interest after it aired. Keys Soulcare also needed to appear naturally within the experience without allowing product integration to compromise the authenticity of Alicia and Drew’s conversation.
THE CENTRAL TENSION:Turn celebrity visibility into sustained brand and commerce value without making the moment feel overly commercial.
03 / STRATEGIC direction
THE STRATEGIC IDEA: TREAT THE BROADCAST AS THE IGNITION POINT, NOT THE CAMPAIGN.
RECOGNIZED
The greatest value was not limited to the televised appearance. Alicia and Drew’s chemistry, shared warmth and recognizable cultural presence created an opportunity for proprietary content that could travel further than an episode clip.DECIDED
Build a before-during-after amplification system connecting broadcast visibility to original celebrity content, Soulcare storytelling, creator advocacy, social distribution, CRM, digital and holiday commerce.WHY IT MATTERED
The approach transformed one media appearance into multiple audience entry points. Every element could perform a distinct role, from anticipation and emotional connection to product education, consideration and purchase.04 / connected system
the ECOSYSTEM
A single broadcast moment became the foundation for a multi-channel consumer journey.
BROADCAST CULTURAL MOMENT ⟶ PROPRIETARY CELEB CONTENT ⟶ BRAND + CREATOR AMPLIFICATION ⟶ SOCIAL + CRM ⟶ COMMERCE
The television appearance created broad visibility and cultural attention.Original Alicia × Drew concepts extended the value beyond show-provided clips.Keys Soulcare storytelling and creator advocacy added product education and social credibility.Owned channels sustained the conversation and guided audiences toward deeper brand discovery.Holiday retail and direct-commerce pathways connected cultural visibility to measurable demand.05 / STRATEGY IN MARKET
the execution
The system came to life through original storytelling, culturally credible collaborations and connected owned-channel experiences.
01 / ALICIA × DREW CONTENT SYSTEM
Developed a pre-show, show-day and post-show content architecture spanning social teasing, brand integration, photography, behind-the-scenes capture, episode clips and extended storytelling.
Product integration was grounded in Alicia’s philosophy of ritual, intention and self-care. The strategy explored the inspiration behind the products and the use of visual storytelling during the broadcast.
The reusable “Gift of Soulcare” message connected Alicia’s appearance to a broader holiday narrative across social and digital commerce that was executed across owned commerce and Drew Barrymore-promoted commerce channels.
02 / CREATOR EXTENSION
Extended the broadcast tentpole through an intimate show-day activation with a select group of creators and the program’s on-set makeup artist.
The experience used Keys Soulcare products to create product education, firsthand advocacy and additional opportunities for organic content and social distribution around the larger media moment.03 / BROADCAST TO COMMERCE JOURNEY
Connected the appearance and surrounding content to Keys Soulcare’s holiday commerce ecosystem, with Amazon serving as a priority sales channel alongside the brand’s owned digital experience.
The strategy aligned with the beginning of Amazon Holiday Sale activity on November 20 and created pathways from television discovery to social, CRM and digital touchpoints before directing audiences toward Amazon and Keys Soulcare commerce.06 / THE IMPACT
D
AUDIENCE + CULTURAL REACH
Produced sustained growth across audience, content consumption and cultural engagement.omnichannel performance
Strengthened CRM and digital performance, including meaningful gains across email engagement, web sessions and attributable revenue.content and community
Expanded video consumption and established a repeatable editorial platform that kept the brands culturally active between product launches.marketing systems
Established integrated planning rhythms and clearer channel roles across brand, partnerships, content, retail and commerce.