From ‘Emily in Paris’ to ‘Euphoria’ to ‘The Bold Type’, global female tentpoles have dominated our screens and social feeds in recent years, making it increasingly difficult for local content to cut through onto the watchlists of Aussie women. Enter Prime Video’s latest original series, ‘Class of 07’, which faced the daunting task of swiftly earning a place in the clique, without the free kick of the global Instagram pipeline.
To be crowned ‘queen bee’ of Aussie culture, we needed to:
1) Propel ‘Class of 07’ onto the top 10 watchlist.
Secure a coveted spot within the top 10 watchlists of Australian women.
2) Drive mass acquisition of subscribers to Prime Video.
Leverage’ Class of 07’ to attract new users en masse.
3) Generate significant word of mouth (1:1 earned-to-paid ratio).
It wasn’t enough to simply get Aussies women watching – we needed to get them talking all over Australia.
