CASE STUDY:

THE DEFIANT ONES







TASK

Launch an event-level marketing campaign for THE DEFIANT ONES that will bring in a broad audience and create a cultural moment around the docu-series.

ANSWER

A two phase marketing campaign that included advance screenings to build buzz and word of mouth, an event in Brooklyn that brought a spirit of defiance to the people and  a robust influencer and tastemaker marketing campaign that leveraged the cultural capital of the next generation of defiant ones, including musician Erykah Badu, pro athletes Cam Newton and Kevin Durant, actors Yvonne Orji and Dwayne Johnson.

RESULTS

  • THE DEFIANT ONES cumed significantly since its premiere with Part 1 totaling over 5 Million viewers surpassing original scripted fare
  • African Americans comprise 29% of the audience
  • Latino subscribers comprise 18% of the audience, the highest Latino composition since measurement started
  • The series is our youngest, with 65% of viewing from subs 18-49