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.
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.
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.
Research, Audience & Opportunity, Competitive Analysis, Strategic Positioning, Product & Partnerships, and Business Model.
Designer & Strategist
SVA Masters in Branding
Advisors: Vayner Media
Teammates: Charmie Shah,
and Yunke Xiao
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?
Gen X moms crave an entertainment escape but feel guilty putting themselves front and center of their viewing decisions.
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.
When you’re ready to pause, we’re ready to play.
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.
The 4 min piece could be when she’s being a mommy uber waiting for kid pickups.
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.
And the 12-minute piece when she’s on her work lunch break.
Transport the audience to a life they secretly wished they had through a tease of our heroine’s shenanigans, her missteps, her moments of guilt, and her moments of glory. And bring the campaign alive in spaces where she will desire and lust after it most.
#LiberatedAF – You do you on SheTV
Dish over Dishes – Catch up with your ladies on SheTV
Playing is the new adulting – Pause and Play with SheTV