CREATIVE AND DISTRIBUTION
Our programming team developed the custom episode, weaving Kalief’s story seamlessly within the storytelling and aesthetic of the 60 Second Docs series. Multivariate testing before launch, drove creative optimization for engagement and viewership. The episode was released across Facebook , YouTube, Twitter and Instagram with influencer seeding our editorial and social partner network, and also bolstered with digital media on the morning of the TIME: The Kalief Browder Story premiere.
The campaign garnered 4.4MM video views (1.5MM on premiere day) and 21MM+ total impressions during premiere week, primarily with Men, 18-24 year-olds in the U.S., generating video posts from targeted influencers including Ludacris, The Game, Omar Epps, Marlon Wayans, Katt Williams, Brad Takei and more.