HBO

RECOMMENDED BY HUMANS

Engineering word-of-mouth

CHALLENGE

CHANGE THE STANDARD OF STREAMING RECOMMENDATIONS FROM EMPTY ALGORITHMS TO SOMETHING WITH MORE MEANING.

CHANGE THE STANDARD OF STREAMING RECOMMENDATIONS FROM EMPTY ALGORITHMS TO SOMETHING WITH MORE MEANING.

SOLUTION

Our insights team ran a series of qualitative and quantitative research studies. The studies revealed two basic truths:

1) Television streamers are tired big data and bad algorithmic recommendations, and;

2) Television streamers’ favorite shows are generally those recommended by their peers 

With these insights in mind, our agency team created the Recommended by Humans campaign. Collaborating with HBO and award-winning documentarian Alison Klayman, we developed 36 long-form video recommendations, as well as a human-powered recommendation engine. Streamers immediately gained access to hundreds of recommendations from real fans, with the opportunity to watch the first episode of every human-recommended show for free. We promoted these assets with paid and organic content, spurring fan participation across the globe. 

IMPACT

Our word-of-mouth campaign garnered:

EXTENSIVE

MEDIA

coverage from Variety, Wired, and The Verge 

NETFLIX’S ATTENTION

who announced that, moving forward, they would use real humans to curate their recommendations

quote

It’s a smart ploy, positioning one of Netflix’s biggest (albeit flawed) strengths as a weakness, as a means to differentiate HBO.”

Fast Company
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