Our solution
Our approach started with deep talent research and data analysis, which involved collaborating with a range of diverse and inclusive Creators with a strong presence on YouTube and Instagram and established amongst Gen Z audiences in the UK landscape.
From there, we built a diverse creator cast grounded in credibility. We collaborated with 6 hero creators and 30 featured creators who all had one thing in common: an authentic presence across YouTube and Instagram, and a loyal following amongst UK Gen Z.
This was a full-scale 360 campaign that was spread out across 4 weeks and launched on multiple platforms to help broaden the Edition Series to wider and more relevant audiences. Alongside creator and campaign management, The Fifth also licensed and cleared 30 pieces of video content including music, brands and gaming IP to be featured in the series episodes.
The campaign launched with paid media, OOH, a YouTube live-stream and networking launch event and Q&A, to further amplify and drive additional positive engagements. We produced six 3-min long episodes featuring emerging creators, along with +200 content to promote the series.
