This brand wanted to develop a custom series targeted at lower-affinity tween fans of their products in order to grow brand loyalty and develop rapport with its online audience.


The Approach

Theorist worked closely with the brand to develop a series launch strategy from scratch, creating the content calendar and refining the full creative approach. Through launch, Theorist provided episode-by-episode optimization and creative notes for the series in order to iteratively improve content over time. Theorist also led the team in the series analysis and trained internal team members to assess the series’ performance into the future.


The Results

Despite being a significant stylistic and creative departure for the brand, the series out-performed in many key areas. In the first eight weeks:

87% More Organic Traffic
New series organic traffic grew 87% week-over-week

300% Subscriber Traffic
Channel subscriber traffic grew 300%

+13% Retention Rate
The series had 13% higher retention rate than other series on the channel

+230% Brand Lift
The series name received over 230% brand lift in YouTube searches.