Digital content strategy for the launch of HBO's Insecure.

1. HBO Creative Marketing
deborah.saslaw@hbo.com |8.8.2016
DIGITAL MEDIA & MARKETING

2. • DSM Goals
• Key Platforms
• Objectives
• Launch A/V
• In-Season A/V
agenda

3. your
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digital & social
marketing goals
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expand awareness
Reach broader audience with
targeted video ads on Snapchat,
while encouraging core fans to
spread the word.
leverage ABG fan base
Engage 18-34 AA females
& current fans of Issa Rae while
fostering two-way dialogue
between Issa & her tribe.
build momentum
Leverage word of mouth with
snackable videos designed to
maximize engagement on
feed-based platforms.

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key
platforms
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youtube snapchat
• :10 Vertical (3V) Ads
• Consumed on Mobile
• Can connect to longer article,
video, etc.
• Webseries, Vlogs, How-Tos, Tutorials
• Consumed on multiple devices
• Becoming a destination for more long-form
content

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campaign
objectives
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Because the two platforms are inherently different, our goal is to create
versatile pieces that can be broken down when necessary.
longer videos build from sharable microcontent (and vise versa)
YouTube viewers prefer longer content that informs and educates, while Snapchat
users enjoy bite-sized clips. This content can be restructured for Facebook &
Twitter, where users are more likely to engage with Issa & other core fans.!
short-form clips optimized for mobile/social
Assets should contain captions and dynamic visuals that will stand out on feed-based
environments like Facebook and Twitter.

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Highly-stylized moments introduce viewers to the
diverse ensemble cast, while exploring themes
likely to resonate with millennials.
Content would be evergreen, and can be broken
down into bumpers or countdown cards for
Facebook & Twitter.
TRT: 00:45 – 1:00
TRT: 00:10-:15
References:
Lady Dynamite ‘How To’: https://twitter.com/TheLadyDynamite/status/741312473249292288/
Dawson’s Creek Collage: https://www.facebook.com/hulu/videos/10154220440207188/
Strike Back Countdown Example: https://www.youtube.com/watch?v=eEWRfLKnKBM
launch a/v:
countdown listcicles

7. Ways to Respond to the
dreaded “hey…” text
Potential Rollout
Released in the week leading up to premiere, each number would
correspond with a different mashup.
Examples include:
Coworkers everyone
has in their office
Reasons You’re Not About
That App Life
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5
3
#BootlegAndCh
Types of Friends You’ve
Had Since College4

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#insecureAF
Inspired by Issa’s mirror monologues, these :10 snaps can correspond with
MCM’s sponsored lenses and filters while utilizing the show’s tagline or the
#InsecureAF hashtag.
With a makeup motif that feels native to the platform, these ads are aimed at
web savvy females using Snapchat during premiere weekend.
TRT: 00:10
Placement Opportunities: Cosmopolitan, Refinery29, MTV
References:
Maybelline / Loaded Bolds: https://www.facebook.com/maybelline/videos/10153722419640748/
Solange / Girls of Blaze: https://www.youtube.com/watch?v=9MYnluQtatw
launch a/v:
snap ads

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expectation vs. reality
One of the longest-running memes on instagram & Tumblr, ‘Expectation vs.
Reality’ fits in perfectly with Issa’s trials and tribulations throughout the season.
Ads would be aimed at comedy fans and tech enthusiasts prior to premiere,
with potential for additional content on larger platforms.
TRT: 00:10
Placement Opportunities: Comedy Central, Vice, Mashable
launch a/v:
snap ads
your
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One of the longest running memes on integral & Tumblr,
ÂExpectation vs. RealityÊ fits in perfectly with IssaÊs trials and
tribulations throughout the season. Ads would be aimed at
comedy fans and tech enthusiasts prior to premiere, with potential
for additional content on larger platforms.
TRT: 00:10
Placement Opportunities: Comedy Central, Vice, Mashable
expectation vs. reality
launch a/v:
snap ads

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“The F-Word” Break-up Song
shameless (SHO)
project: project Y
client: some good company
Text-based videos are immensely popular on Youtube, and often serve as teases to accompany the release of an artist’s single. What was
once a promotional tactic for pop-artists has become a common practice in the music industry, and lyric videos are now beginning to creep
into film and television.
“Skyfall” - Adele
Skyfall (MGM/Columbia)
in-season a/v:
lyric video examples

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‘broken pu$$y’ – official lyric video
Inspired by Ciara’s lyric video for ‘I’m Out,’ an animated version of the
pilot’s most memorable scene is designed to go viral, reaching
viewers well beyond key demographics.
References:
Ciara: “I’m Out” - https://www.youtube.com/watch?v=AuqWMmMymGk
Shameless – “The F Word” Break Up Song Official Lyric Video: https://www.youtube.com/watch?v=bS0jlRlqwLI
Pitbull – “Fun” - https://www.youtube.com/watch?v=Kh9MLJ7ROYY
in-season a/v:
lyric video

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In Case You Missed Insecure
draws on footage from on-air
episodics, dissecting each
episode’s micro-moments while
encouraging fans to experience the
storyworld IRL.
style
locations music
in-season a/v:
icymi moments
These videos explore and
highlight unique hotspots in
Inglewood & Downtown LA.
While the show’s costumes are
stellar, fans are likely to find quirky
items in each episode, from Issa’s
Frank Ocean pillow to Lawrence’s
Drake birthday card.
Content will showcase the
tracks that add momentum to
Insecure’s most memorable
scenes.
TRT: 00:10-:15

13. your
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in-season a/v:
’guys get insecure’- top 5 moments
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‘guys get insecure’
While Insecure celebrates the ebb and
flow of female friendships, the show
steers its male characters away from
common TV tropes.
A short video celebrates the men of
Insecure and their more vulnerable
moments, counting down the top five
scenes throughout the season.
TRT: 1:00

14. thank you
HBO Creative Marketing
deborah.saslaw@hbo.com
daniel.akers@hbo.com