ATTN.COM CASE STUDY
Q: ATTN: recently released two scripted videos — this one about mental health and this one about Columbus Day. The mental health video was a huge success, but the Columbus Day video underperformed. To what do you attribute the difference in total view count? Why was one more shareable than the other?
A: There are a few things that jump out at me regarding the performance difference in these two videos. The mental health video is immediately relatable and the game is easy to follow: a clear parallel is drawn between how we react to physical ailments differently than mental problems. Mental Health is a huge topic for a lot of people, especially Millennials, a generation that isn’t afraid to discuss this topic with their peers openly and honestly. There’s a built in share statement for everyone that has ever experienced depression or anxiety and felt unheard. This is a video that allows someone to say, “This is so me!” For example, look at the top comment on this video with 11k reactions “This was actually a fairly accurate representation of what people go through with people not understanding mental health problems.” The content clearly resonated with the audience.
Conversely, the Columbus Day video is asking a lot from the viewers. Aside from taking liberties with the historical facts, it’s using a very touchy subject to make jokes. Columbus Day is falling out of favor with a large portion of the US. In LA, for example Columbus Day has been renamed Indigenous People’s Day. In fact, it’s done so in 55 cities across the country. Aside from the content, there’s a mid-roll ad in the video that gives viewers an easy out if they’re not immediately drawn into the subject. While I understand the point of view this video was attempting to ascribe to, it asks a lot of the viewer to follow along.
Q: Pitch three ideas for short-form (three to five minutes in length), scripted digital series that can run on ATTN:-platforms.
Local Politics
Let’s face it. More than ever, the American people feel disconnected from the powers that be in Washington. While Presidential elections get the most coverage in the media, down-ballot candidates are crucial to a revitalization of our political system. In this combination travel and information series, we’ll visit the home towns of local candidates, learn about the local culture, and hear about the issues that candidates believe in. For example, our host, a down home everyman type, maybe even with a bit of a comical lean to the right, might join Doug Jones at Carrigan’s Public House in Birmingham to sample one of their famous corn dogs and discuss why he can be a “voice for reason in the turmoil of modern Washington.” Think of it as the Colbert Report meets No Reservations with a touch of Between Two Ferns.
Inside The OVL
This parody of an NFL halftime show will find our 4 hosts and special guests discussing the week’s biggest biggest news stories, and giving their picks for what they think will happen next week. In the loud and overly enthusiastic style of NFL commentators, our hosts will bring some excitement to the issues that are facing our country in a fun and exciting way. We’ll be able to play around with flashy graphics, super wide ties, and large suits. Think of it as Around The Horn meets Meet The Press but totally scripted.
Q: The Rock is interested in doing a video with ATTN: where he talks about an important issue facing America. He’s open to ideas about what specifically he will talk about. What would you pitch? How would you make it visually interesting?
A: Look, we all know that the Rock is probably going to run for President, right? Since he’s been pretty tight-lipped on his views in the past, attended conventions for both parties, and is a registered independent it would probably smart to pitch something that’s objectively important to the ATTN: audience and America.
We also know that the Rock loves to work out. He has a private gym and has been the poster child for the transformation from awkward teen to hot adult for years. He’s also technically obese based on his BMI, along with 40% of US adults and 20% of teens. It’s undeniable that obesity is an issue in America, but are we addressing it correctly? We’ll invite the rock to dispel some myths about obesity, promote body positivity, and encourage our audience to become “The Rock” they want to see in the world.