Brand Challenge

• Thomas & Friends was unable to reach kids online in the same targeted manner they had been able to reach them on cable.
• Further, when people searched on YouTube for Thomas content, it was other non-official content that was winning search.
• Thomas had effectively lost control of their content and was losing money online.

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Driver Solution

• Driver created the “Thomas Creator Collective” (TCC). Previously, this had been a loose collection of fans who made variable-quality content on their personal YouTube channels.
• Driver reached out to the biggest home creators of Thomas content, and built a controlled and scalable production team with them.
• Driver collaborated with the TCC team to write scripts for episodes. Members of the team were assigned to shoot sections of the story at their home studio. The final editing, music, and look/feel was controlled by Driver.

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Results

• TCC content wins Thomas search.
• Brand now controls Thomas again as content is viewed on the brand channel. Made the official channel a focal point of the Thomas Fan Community.
• Won 2017 Cynopsis Kids award for Best Preschool Show Exclusively for a Streaming Platform.
• TCC content has a higher watch time and retention than channel’s traditionally produced content.
• Allows a platform for the brand to release in a measured way upcoming toys, and allows brand to  build excitement for new characters.

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