SHETV

With an oversaturated OTT market, creative minds at YouTube challenged us to create a female-focused streaming service. Through our research, we discovered a white space within Gen X moms. With a history of being ignored by brands despite their high purchasing power and guilt for taking time for themselves, we envisioned a platform thoughtfully and exclusively for them.

THE CHALLENGE
YoutubeTV asked us to develop and market a new streaming video service targeted specifically to women. Why women? In 2018 women were globally estimated to hold a spending power of $40 Trillion. Brands are trying hard to engage women, but falling short with messaging that feels misplaced, unrelatable, or, worse yet, pink-washing.

THE OPPORTUNITY
We looked closer into why Gen X is called the “forgotten generation.” Sandwiched between the heavily targeted Baby Boomer and Millennial generations, 54% of Gen Xers feel frustrated by brands treating them as an afterthought. Despite this, Gen X has more disposable income of any other generation — representing 31% of all consumer spending. And 68% of that spending is on leisure & entertainment.

THE PROCESS
Research, Audience & Opportunity, Competitive Analysis, Strategic Positioning, Product & Partnerships, and Business Model.

Role
Designer & Strategist

Team
SVA Masters in Branding
Advisors: Vayner Media
and Interbrand
Teammates: Charmie Shah,
Ria Knapp,
Malavika Rao,
and Yunke Xiao

Category
Branding

THE CULTURE IS RIPE
More and more women acknowledging these social pressures. Recently during her book tour, Michelle Obama was quoted saying the idea of “trying to do it all” doesn’t always work. Writer and motivational speaker Brene Brown is calling on women to drop the perfection standard. And we saw comedic relief with the box office sensation Bad Moms — which satirically imagined what would happen if Gen X moms let go of this social pressure.

THE STRATEGIC QUESTION
How do we convince Gen X moms to cut the literal and figurative cord to cable and some of her responsibilities — allowing herself the pleasure of a streaming service designed wholly for her?

THE INSIGHTS
Gen X moms crave an entertainment escape but feel guilty putting themselves front and center of their viewing decisions.

SOLUTION
SheTV is an OTT streaming service designed for Gen X Moms. With a history of being ignored by brands despite her high purchasing power, we realized this white space. Gen X Moms’ unique need states, she’s dealing with endless responsibilities that she tries to plug into her highly scheduled life — allowed us to envision a platform thoughtfully and exclusively for her with Power Watching being a major point of differentiation.

DIFFERENTIATION POINT
Power watching is our key tenet because we respect her time. We want to give her digestible content whenever
she can squeeze it in. To this end and to differentiate ourselves further we are offering three formats.

4 MINUTES
The 4 min piece could be when she’s being a mommy uber waiting for kid pickups.

8 MINUTES
The 8 min piece when she’s got a few moments of peace and quiet …first thing in the morning, in the bathroom based on data that 75% of us use our phones when we are on the toilet.

12 MINUTES
And the 12-minute piece when she’s on her work lunch break.