YOUR ATTENTION PLEASE (YAP) is an entertaining and inspiring exploration of Black excellence as told through the stories of 24 “makers” of the future of Black History. This anthology documentary series (8 episodes, 24 stories) highlights rising Black creators, thinkers, and innovators. Hosted by Craig Robinson, each episode explores with humor and reverence how these “makers” are pushing boundaries in their field and blazing the trail for the next generation.

We approached Season 2 of YAP with a “more is more” mentality. More makers, more stories, more locations, more puppets — and a boatload of masks!

In an acknowledgement of the epidemic and civil unrest, we sent Craig to a cabin in the woods (okay, a dope set we built) to decompress and talk about the folks out there doing the damn thing: from a stuntwoman to an archaeologist to a female NFL coach. We featured American expats, shooting in Dakar and Tokyo. And when it was all over, Craig delivered a new rendition of the BHM jam, lamenting how short February is with his buddies Winston the ear of corn, Cedric the dolphin, and more.

And in keeping with that “more is more” attitude, we didn't stop at a TV show...

For 2021, as a continuation of our Black History Month efforts in 2020, we sought to continue what we started through a second season of YAP. We upped the season’s episode count from three to four (so, three more stories) and acknowledging, but not dwelling, in the events of 2020 by having host Craig Robinson hold court from his “cabin in the woods” — as opposed to Season 1’s studio — in his attempt to get away from it all.

In order to secure Craig as a host in began with a pitch, backstage at one of his standup shows. Our Executive Creative Director was invited backstage to pitch Craig a concept for a new Hulu show where he would serve as a host for what was originally described to Craig as “Reading Rainbow meets 60 minutes meets Robot Chicken.” Craig totally tracked with the vision and was on board. He helped shaped the show by serving as a charismatic, consistent, trustworthy captain of our ship, guiding viewers through the diverse stories being told like a seasoned vet.

We filmed Craig while the stories were being filmed in order to make sure we had all of our content in the can to make our ship dates. He was briefed on all of the talent ahead of time to ensure he could speak accurately to their unique journeys.

The Your Attention Please campaign significantly outperformed Hulu brand averages across KPIs, and broke through as inspiring, compelling, and informative to both subs and non-subs.

146% of brand average

Positive impact on brand opinion

185% of brand average

Call to action (Upper and Lower Funnel) — such as learning more, watching, sharing with family and friends.

562% of brand average for non subs

Interest in watching featured content

Social

BHM 2021 was our most talked about iteration of the campaign to date, generating at least 240% more social mentions than in 2020/2019

BHM 2021 exceeded Hulu’s cultural benchmarks for conversation and sentiment

Conversation around YAP specifically increased 234% YoY and total viewership increased +1,072% YoY (both of these metrics include all YAP efforts (i.e., the episodic series, concert, etc.)