Brave Bison
We inspire audiences with bold social content – for our clients, our partners and our own media brands. It’s time to get Brave.
Paramount Pictures with Blue Story
The brief
In 2019, Paramount Pictures wanted to promote the theatrical release of the highly-anticipated film Blue Story to a 15-34 year old audience passionate about hip hop, rap and urban culture, maximising the campaign across YouTube. Grime is one of the most popular music genres across the 18-24 demographic in the UK and our network of channels speaks directly to these groups.
Our response
Brave Bison designed a YouTube pre-roll campaign to run across our catalogue of Grime content, capitalising on the strength of this genre within our YouTube community and it’s huge relevance to the Blue Story audience. We targeted some of the most popular grime channels on YouTube, LinkUp TV, Press Play and P110 who have a combined following of almost 3 million.
The results
By targeting popular YouTube channels we delivered 1.8M impressions across the UK and a video completion rate of 85%, which reached well above the projection for this Paramount Pictures pre-roll campaign.