THE ASK

At Art & Science, I collaborated with the Emmy-winning studio Sinking Ship Entertainment for the premiere of their new television series “Endlings” on Hulu and CBC in 2020 to raise awareness and draw in viewership. After the success of season 1, Sinking Ship returned to Art & Science in 2021 for a season 2 campaign.

THE CHALLENGE
Endlings being a brand new show in 2020 our target audience was unaware of its existence. This being a show for kids and parents of kids we had ahead to COPPA compliance.

THE SOLUTION
We crafted a series of stories centred around this concept of “unlikely heroes”, each video focusing on a single character, and combining sci-fi and action footage with intimate, emotional portraits. This digital campaign played out across social media as Stories on Instagram and Facebook.

On YouTube, we ran a separate campaign using the 15, 30 and 60-second trailer versions for maximum discovery.

DIGITAL STRATEGY
To build anticipation for the premiere day on CBC and Hulu, we ran Skippable Instream video ads on YouTube targeting parents of young adults with the Hulu app installed. Users who engaged with the trailers were given the opportunity to view the full trailer as suggested videos in the YouTube search results.

After the debut on Hulu, users who engaged with the trailers were drip-fed character-focused bumper ads in sequence, with the reminder that all episodes are available for streaming.

RESULTS
While CBC numbers can’t be shared, in the US, Hulu saw an exceptional number of subscribers engaging with the series, with an incredibly strong view-through of the entire series for a family-focused show.

Our contact at Sinking Ship Entertainment let us know that “without a doubt, your contribution was a big part of this success … You’re an amazing team doing wonderful work …You’re truly rock stars in my b

ooks.”