Peacock

The objective

Highlighting content diversity while driving subscription growth

As NBCUniversal's premier streaming service, Peacock boasts a vast catalog spanning scripted series, films, unscripted hits, and live sports. But with such a wide array of programming, the challenge was clear: how to communicate the platform's value proposition—variety, relevance, and constant discovery—through a single, impactful campaign.

Peacock needed a creative solution that could both spotlight multiple titles and convert high-intent audiences, turning awareness into tangible subscriber growth.

The solution

Dynamic storytelling through TikTok's Multi-Show Experience

Multi-Show Experience, part of TikTok's new Streaming Ads suite, was selected as the centerpiece of Peacock's subscriber acquisition strategy. It features four video tiles laid out in a grid view, perfectly aligning with the platform's need to showcase multiple titles within a single ad unit.

Designed for streaming brands, Multi-Show Experience dynamically personalizes creative selection, allowing each viewer to see titles most relevant to their entertainment content affinities on and off of TikTok.

By leveraging this interactive, swipeable format, Peacock was able to highlight its diverse content slate in a way that mirrored the endless discovery users love about TikTok itself. Each placement became a personalized gateway into Peacock's world, whether through beloved scripted series, hit unscripted franchises, or marquee sports content.

To validate performance, Peacock conducted split tests comparing Multi-Show Experience to control campaigns without dynamic creative optimization. This method demonstrated its incremental lift on both engagement and conversions, setting a new benchmark for how streaming platforms can leverage TikTok's storytelling formats to drive action.

The results

From scrolls to subscriptions

Across both alpha and beta phases, Peacock's Multi-Show Experience significantly outperformed control groups, delivering a 190% higher click-through rate and a 23% lower cost per incremental subscriber (multi-touch attribution).

The campaign also proved the effectiveness of dynamic, personalized storytelling in motivating audiences to subscribe. Following these strong outcomes, Peacock adopted Mult-Show Experience as an always-on component of its acquisition strategy, cementing TikTok's role as a powerful partner in driving streaming growth from discovery to conversion.