Copy Jess 


PeopleTV “Get to Know Us”


360 Branding Campaign
Concepting // Scriptwriting // Copywriting 
Case studywriting for Trollbӓck + Company (below)



Brief       

Create a 360 ad campaign promoting Time Inc.’s rebranded OTT streaming network, featuring exclusive content from People / Entertainment Weekly.
Challenge

Extend the brand’s editorial voice across all platforms, using flexible design and language systems to showcase their range of content offerings.

Result

Targeted ads for on-air, digital, social, and print direct audiences to the OTT service, currently with over 100M views and 2 million app downloads.





Campaign Strategy

Originally launched as People/Entertainment Weekly Network (PEN), Time Inc. rebranded their streaming service to strengthen brand recognition and attract new viewers. We conducted a brand audit to determine where People TV viewed itself in relation to other entertainment news outlets, and worked with their branding and marketing teams to identify top performing content. The results informed our approach to communicating the brand’s core values: knowledge, trust, and accessibility.




Design and Language Systems

The design system showcases exclusive content across all media, flexing to carry both evergreen and tailored ad messaging, such as red carpet interviews, royal families, and cast reunions. Playing on all the ways viewers, “Get to know” with People TV, we used asterisks to create a fun framework for copy and leveraged it into a “star-powered” graphic device that frames content on-air, online, and in print.


Digital and Social


Our design strategy enabled a consistent style and tone of voice that allowed the campaign to roll-out easily across platforms. Each ad was formatted to maximize legibility on all screens. These included static and digital banner ads, as well as videos for Facebook, Instagram, Snapchat, and Halo.

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View the :30 spot here




Cargo Collective 2017 — Frogtown, Los Angeles