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Recommended by Humans
The challenge was to change the standard of streaming recommendations from empty algorithms to something with more meaning. Our insights team ran a series of qualitative and quantitative research studies. The studies revealed two basic truths: television streamers are tired big data and bad algorithmic recommendations, and 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. Agency: Deep Focus
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