Creative storytelling was going to be key to breaking through, but as important would be using data to craft the flow of each episode. Best practice at the time (the series began in 2018 and things have evolved) was to lead each episode with a sticky cold open. The strategy around the first 15 seconds was a hyper focus on building clear intros that hold retention, engaging viewers with a concise premise. Think action + cliffhanger
Leaning into the Data
Leveraging Endemic Athlete Reach
Our series protagonists Kate, Loic and Finn all have strong social followings. With the blessing of Red Bull, we were able to forward individual promo assets to them directly, that promoted tune-in to the series and significantly drove viewership numbers. With an average of six episodes per season, the pacing of these assets was carefully managed to not overwhelm the feeds of any one athlete.