NBCSt. Denis Medical

How we sent creators into the St. Denis ER

The Challenge

Drive awareness and conversation for Season 2 of St. Denis Medical

The Solution

Bring creators on set to administer St. Denis’ chaos and heart directly into social feeds

Heading into Season 2, St. Denis Medical was still building momentum. We needed to build buzz, giving new viewers a reason to tune in while keeping returning fans hooked.

For burnt-out millennials, humor is the primary coping mechanism, so we positioned St. Denis Medical as the comic relief the internet needs.

So we tapped Nurse John, a working nurse turned comedy influencer with more than 10 million followers, and brought him to set to film social-first content with the cast.

We rounded out the roster with creators across comedy, entertainment, and workplace culture, each building in-world sketches that felt native to their own feeds. The content pulled new viewers into the chaotic, heartwarming world of St. Denis Medical before they’d seen a single episode.

“The show returned for Season 2 this week and has risen to the top of Peacock’s chart, becoming the most-watched show less than a week after its premiere.”