Cannes Lions
HULU, Santa Monica / HULU / 2021
Overview
Entries
Credits
Background
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.
Idea
In YAP Volume 5, Craig sings his own version of “Old MacDonald Had a Farm” to kick off a very busy day in the life of farmer Jeremy Peaches. He also learns how CEO and self-proclaimed “professional gay” Densil Porteous is showing up for the next generation, and gets into a fight with his twin brother over jewelry designed by the mystical twin sister designers Soull and Dynasty Ogun.
Strategy
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 away from it all.
Execution
With Volume 4 premiering on February 5, and new episodes weekly throughout February, YAP Season 2 lives on-channel and on Hulu’s YouTube and Facebook accounts, as these stories are too important to hide behind a paywall.
Outcome
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.)
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