UCL Today × IShowSpeed

Audience Expansion Through Culture

Role: Editorial Social Strategy Lead
Focus: Cultural integration, creator collaboration, and introducing an editorial franchise to new audiences without diluting brand voice.
Platforms: Instagram, TikTok, X
Posts: 41
Video Views: 295M
Avg Video Views: 3.3M
Engagements: 10.3M

Context:

UCL Today was a growing editorial franchise with strong core fans, but there was an opportunity to introduce the show to entirely new audiences through culturally relevant collaboration, without compromising the show’s identity.

Strategy:

I identified IShowSpeed as a creator whose audience and energy could act as a cultural bridge. The goal was not a cameo, but integration, allowing his presence to feel organic within the show’s tone and format.

I pitched his appearance to production with a clear editorial hook: pairing him with established personalities in moments that felt unscripted, playful, and authentic.

Execution:

Pitched and secured IShowSpeed’s appearance on the show

Developed specific content moments designed for social, including a spontaneous race with Jamie Carragher that became a breakout clip

Ensured content balanced high-energy moments with the show’s editorial structure

Impact & Learnings:

The appearance generated 295M video views and introduced UCL Today to a significantly broader audience. More importantly, it proved the value of editorial compatibility over novelty. Because the collaboration felt natural, it led to continued partnerships — including additional content at the UCL Final that delivered multi-million-view performance.