Youth & Consequences
Objective: Amplify awareness of Youth & Consequences and drive audiences to a YouTube Red trial.
Challenge: For most, YouTube has always been a source of free entertainment. How might we convince people YouTube Red is something worth paying for?
Medium: Strategic Analysis
Client: YouTube Red
Role: Lead Strategist
Research Methods
Dial testing: What aspects of the property are resonating with audiences, and what is missing the mark? Understanding how test audiences are reacting to elements of the show points us in the direction of themes we will emphasize in our communications.
Competitive Analysis: Who are we up against, and what can we learn from their audiences? Understanding comparable titles helps us better position our show against other properties.
Cultural Analysis: What's going on in the world that our show will play against? Empathizing with our audience's reality makes the show feel more relevant.
Audience Analysis and Segmentation: What other brands and personalities do they engage with and how are fans connecting with one another? Knowledge of audience behavior helps make communications feel more natural and relevant.
Audience Segmentation
Anna Akana OGs
Core Audience: Women, 18-24
"I love Anna, she represents who I am without all the BS."
Insight: OGs enjoy Anna's candor, humor, and honest relatability that elicits comments like "literally me" and "OMG us."
Our Task: Amplify their devotion to Anna to grow our audience base and indicate the show's quality.
Socially Conscious Squad
Primary Audience: Women, 18-24
"I want a relatable protagonist who is her own hero because I sure as hell don't need saving."
Insight: Socially conscious and connected, these young women are disappointed by the same tired female character tropes.
Our Task: Show them YouTube has modern, edgy entertainment that feels true to them.
Queen Bingers
Secondary Audience: Women. 25-35
"I've got a lot to think about. I want something that's unexpectedly fresh."
Insight: These career focused women see YouTube as more of a utility than a source of bingeable, scripted entertainment.
Our Task: Show them that YouTube is just as entertaining as anything they'd find on thier TVs.
Key Learnings
Dial Testing: Girl Power! Dial test results proved that the show's messages of female empowerment deeply resonated with test audiences. We knew our creative work needed to boldly embrace these messages of strength.
Cultural Analysis: With reports of hepeating, mansplaining and bropriating running rampant, women yearn for entertainment that fights their reality. More engaged, emboldened, and resolute, 2018 will be the year of women. We're not only finding our voices, we are using them. 66% of women will turn off a film or show if they feel they're being negatively stereotyped.
Audience Analysis: Anna Akana, the show's star, has a passionate and engaged core group of fans. We needed to ignite their devotion and use it as an engine to pull in mainstream audiences. An analysis of the comment section of Akana's social media channels revealed a hotbed of shared enthusiasm and engagement among fans. Our communications leveraged their behavior and language.
Strategy Statement: Empowered AF
results
Strategy statement resonated so well with the show runners and talent, it was put on t-shirts for Youth & Consequence's premier.
Youth & Consequences' trailer had over 1.5M views and the series' first episode exceeded benchmark goals at over 3M views. The campaign had 243M engagements and earned 12.4M impressions.
Youth & Consequences' success built momentum that helped fuel the success of preceding originals such as Cobra Kai and Impulse.
Presentation deck available upon request.