By creating an entertainment destination for Lexus, we could give A-list celebrities something the big studios can’t: complete creative control. We’d fund their projects, and they’d return the favor with a steady stream of loyal viewers and fans. L/Studio: Subscription-style TV without a subscription (or a TV).

Rather than rely on just one website, we chose to migrate our content to YouTube, using Tumblr to make the videos easy to share and discover. Tumblr subscriber levels tend to remain steady even during periods of infrequent posts or breaks in content publication. Entertaining or self-expressive content are the top two reasons for sharing among Tumblr users.

So in July 2015, LStudio.com was redesigned as a custom Tumblr site to power content discovery among the millennial target through full-length episodes and supplemental content.

16.2 million minutes of L/Studio content watched in 2015

4.4 million total video views in 2015-2016

676M+ PR impressions were generated by new L/Studio content in 2015

32M+ total impressions on content as individual episodes and supplemental images and GIFs were discovered as posts within Tumblr in 2015

With 78,441 total engagements to date, the paid-to-earned engagement ratio for L/Studio on Tumblr is 1:4

Increase of over 107% PR impressions in fiscal year 2016 vs. fiscal year 2015