High school is nothing like how you remember it. For the launch of YouTube sensation Anna Akana’s original series Youth and Consequences, we teamed up with YouTube Red to create an empowering, relatable, and confectious campaign that teens were proud to rally behind. From custom shoots to empowering character cards and even GIFs that made it to the front page of Giphy, we drove buzz around this sophisticated, edgy take on the modern high school experience.
To highlight the central themes of the show, we led by example and partnered with The Princess Project — a non-profit organization that empowers underprivileged high schoolers by donating prom dresses and formal wear. Anna Akana kicked off the partnership, garnering 262k views on her custom-scripted video. In tandem with the main cast and influencers, we boosted fan excitement and supported a 106% increase in mentions of the project and a 308% increase in positive mentions in the days following its launch. In total, we garnered 1.5M video views, 20K owned impressions, and 2.7k owned engagements. Best prom season ever? We think yes.
From the moment we launched the social channels, our fans were talking — and we were listening. Whether it was finding the perfect GIF, jumping on trending hashtags, or mastering the latest teenspeak, our strong daily community management kept fans engaged and excited to binge the series. And after they did, we pivoted our post-launch reactive strategy to capitalize on fan excitement for the characters, promote re-binging, and draw in even more superfans. #NailedIt