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.

In YAP Volume 7, Craig — and the audience — gets the story behind Jimmy Smith’s prescient graphic novel The Truth, learns how New Jersey native Arthell Isom realized his dream of running an anime studio in Japan, and watches a short film by music producer Teddy Walton. We wrap up the season with a bigger version of Season 1’s “BHM Jam,” where Craig takes a seat at the keyboard and is joined by his puppet friends to perform a new song lamenting how short Black History Month is.

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.

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.

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.)