CASE STUDY:

EVERY STORY, EVERY ONE







TASK

Build awareness for HBO’s new standalone streaming service, HBO NOW, among the influential LGBT community.

ANSWER

Develop a campaign that utilizes HBO’s strong portfolio of LGBT programming, highlights the diversity of our characters/creators, and emphasizes inclusion.

A digital video based campaign built around the inclusive message “Every Story Every One” reflected the diversity of the LGBT community and the breadth of HBO content available through HBO NOW.

A series of videos distributed throughout the month of June (Pride) and highlight key creators (Dee Rees, Bessie) and characters (David and Keith, Six Feet Under).

Produce and distribute an LGBT “Trailer” through film festival sponsorships secured by CSR and regional PR screenings with LGBT groups (Bessie, Larry Kramer in Love & Anger, Packed in a Trunk).

RESULTS

  • The campaign garnered over 10MM Press and Paid impressions
  • 1,500+ HBO NOW downloads, and over 1MM video views