Identifying Ownable Spaces Within Entertainment

A leading social media platform was revisiting its creative strategy for an upcoming campaign and the team needed inspiration around what teens find entertaining, to fuel the development of an impactful campaign that would drive relevance.

We conducted immersive discussion groups with lively and articulate teens including a pre-task to identify examples of short form videos they considered: hilarious, uplifting and made them feel understood. We had ongoing huddles with the client team and evolved the conversation with teens throughout to best align with what the creatives were most inspired by. After the discussions, we led a collaborative workshop with all stakeholders to pull out emerging themes and brainstorm around how these findings could drive the developing strategy.

An energized and enthusiastic creative team, who “LOVED the research” (direct quote from our insights client!) and were fueled to create amazing and engaging advertising.