THE CHALLENGE
We needed a content campaign that flipped the script on streaming habits and got 16-24-year-olds to hit pause on illegal downloads whilst raising awareness about the effects of online piracy on the creative industries.
THE STRATEGY
We understood that engaging in honest conversations infused with humour, while highlighting the authentic experiences of relatable artists, was the most effective strategy. Our aim was to connect with our audience in a way that didn’t make them feel scolded, misled, or guilty about paying for content. Instead, we focused on entertaining them through creators they admire, as this was the key to changing Gen Z’s behaviours!
THE CREATIVE
“A Foot in the Door” is a three-part vodcast series hosted by GK Barry, in which she engages in conversations with stars from film, TV, and music while enjoying a playful pedicure. Each guest discusses their career paths, offers advice for aspiring young creatives, and shares their personal perspectives on piracy in their lives. To add an extra twist, we introduce the Toe-na-Lisa Challenge—a Pictionary-style game where guests get hands-on, painting their inspirations directly onto GK’s big toenail.
THE RESULTS
– Most successful activation across the 3-year campaign
– 95,000 streams on YouTube
– 1.47m views across talent socials
– 20.12m impressions from paid media
– 52k click throughs from ads
– 93.6% increase of new users visiting website
– Piracy among the target audience decreased by 10% (unheard of amongst Gen Zs!).
