Cannes Lions

Your Attention Please Vol. 4

HULU, Santa Monica / HULU / 2021

Film

Overview

Entries

Credits

Overview

Background

YOUR ATTENTION PLEASE (YAP) is an entertaining and inspiring exploration of Black excellence as told through the stories of 24 “makers” of the future of Black History. This anthology documentary series (8 episodes, 24 stories) highlights rising Black creators, thinkers, and innovators. Hosted by Craig Robinson, each episode explores with humor and reverence how these “makers” are pushing boundaries in their field and blazing the trail for the next generation.

Idea

In YAP Volume 4, Craig finds out what it takes to be a stunt actor like Jazzy Ellis, follows NFL coach Jennifer King on her amazing life journey, and learns how tech entrepreneur Asmau Ahmed is trying to change the world. Through animation, a day-in-the life shoot, and an interview with plenty of futuristic graphics, we see that, as Craig says, “the ladies do run this mutha.”

In YAP Volume 5, Craig sings his own version of “Old MacDonald Had a Farm” to kick off a very busy day in the life of farmer Jeremy Peaches. He also learns how CEO and self-proclaimed “professional gay” Densil Porteous is showing up for the next generation, and gets into a fight with his twin brother over jewelry designed by the mystical twin sister designers Soull and Dynasty Ogun.

Strategy

For 2021, as a continuation of our Black History Month efforts in 2020, we sought to continue what we started through a second season of YAP. We up the season’s episode count from three to four (so, three more stories) and acknowledging, but not dwelling, in the events of 2020 by having host Craig Robinson hold court from his “cabin in the woods” — as opposed to Season 1’s studio — in his attempt to to get away from it all.

Execution

With Volume 4 premiering on February 5, and new episodes weekly throughout February, YAP Season 2 lives on-channel and on Hulu’s YouTube and Facebook accounts, as these stories are too important to hide behind a paywall.

Outcome

The Your Attention Please campaign significantly outperformed Hulu brand averages across KPIs, and broke through as inspiring, compelling, and informative to both subs and non-subs.

146% of brand average

Positive impact on brand opinion

185% of brand average

Call to action (Upper and Lower Funnel) — such as learning more, watching, sharing with family and friends.

562% of brand average for non subs

Interest in watching featured content

Social

BHM 2021 was our most talked about iteration of the campaign to date, generating at least 240% more social mentions than in 2020/2019

BHM 2021 exceeded Hulu’s cultural benchmarks for conversation and sentiment

Conversation around YAP specifically increased 234% YoY and total viewership increased +1,072% YoY (both of these metrics include all YAP efforts (i.e., the episodic series, concert, etc.)

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