Brand Challenge

• Establish a brand presence on YouTube where they could engage Girls 5-8.
• Support the popular Netflix series, Spirit, with episodic short form content.
• Netflix’s “binge” style programming creates a Consumer Products challenge.

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Driver Solution

• Driver concepted a live-action short-form episodic show, That’s the Spirit, for YouTube, embodying the brand essence of DreamWork’s Netflix series Spirit.
• Driver produced series while working directly with DreamWorks’ marketing team to ensure all storylines were on-brand and consumer products supported.
• Driver built and managed a new YouTube channel for the brand.
• Driver created and managed an audience development strategy combining YouTube Best Practices and Paid Media.

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Results

• Driver created and produced 102 episodes of That’s the Spirit over 2+ years that delivered over 20MM+ lifetime views.
• Driver implemented a targeted Paid Media campaign to drive awareness.
• That’s the Spirit won 2019 Kidscreen Award for Best Branded Web Series & 2018 Cynopsis Kids Award for Best Marketing Campaign for TV/Series/Movie.
• Episodes performed at a 60%+ average view duration (YouTube benchmark 30%).
• The channel generated over 112,000 subscribers.

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