“We use paid media to prime the pump of organic,” Marois said. The first three episodes attracted 10 million views, 15% of which were organic, an accomplishment in a world where free social boosts have mostly shriveled.
“Grey Goose is able to tap into our strong existing audiences that have opted in and already invite Thrillist into their feed – and we’ve seen nothing but a positive response,” said Group Nine Media President Christa Carone.
Group Nine Media’s production studio, Jash, produced the series. Grey Goose picked Group Nine Media publication Thrillist as well as Oath to distribute the content and promote it on their social channels. But unlike TV, Grey Goose could “precision target viewers” online, Marois said, stocking that content in places where those consumers were already seeking to be entertained.
Grey Goose spent the equivalent of one TV ad to produce the nine celebrity-filled episodes. The premium vodka brand paid equal attention to creative and its media plan for the program. “Our purpose was building cultural currency through content that would be relevant to our audience.” “We wanted to change the model from interrupting with branded content to entertaining with relevant content,” said Yann Marois, CMO and SVP at Grey Goose. Participants include Melissa McCarthy, Gabrielle Union, Vince Vaughn and Sarah Silverman.
Incremental reach to their video ad campaign, shifts perceptions of their brand, drives consumers into stores/websites, or moves product off the shelf.As many brands move to six-second spots to promote their brands, Grey Goose has gone in the other direction with “Off Script,” a nine-episode series featuring 10-minute segments of Jamie Foxx interviewing celebrities. Roku noted that its Measurement Partner Program allows brands to quantify how their integration “reaches SVOD-only streamers, adds Recommends,” whose sponsors include Walmart. Roku Brand Studio, announced at the Newfronts in May, launched its first series last month: “Roku
“The Show Next Door” is streaming for free on The Roku Channel, which viewersĭon't need a Roku device to view, and on Maker’s Mark social channels. īrian Toombs, head of content, Roku Brand Studio, called the show “an incredibleĮxample of moving beyond the traditional 30-second ad and creating a fun and uplifting comedy.” Yourself,” said KK Hall, global senior marketing director, Maker’s Mark. “'The Show Next Door' is the embodiment of what we call Maker’s Hour – the much-deserved time you decide to make for Maker’s Mark’s “ The Show Next Door,” developed with Roku Brand Studio via Starcom USA, features comedian and actor Randall Park (“Fresh off theīoat”) talking with actors, athletes, and musicians like actor Tony Hale (“Veep”), former footballer Terrell Owens, guitarist Jason Mraz, filmmaker Mark Duplass and British comedianĮpisodes, set in Randall’s “living room,” begin with him crafting a cocktail during an opening monologue, followed by “interesting conversation, fun
The Moment” can be seen on Grey Goose’s YouTube channel, and the brand said it is also available on a dedicated Roku channel. The brand is also making a donation to nonprofits selected by each athlete. Outside of sports," said Aleco Azqueta, vice president North America Marketing, Grey Goose. Throughout ‘In The Moment’ will encourage audiences to foster a deeper connection with these icons and gain a deeper understanding of not just their game, but also their passions