YouTube TV wanted to create a space for women with diverse viewing interests and needs in the varied and competitive streaming video space.
The Challenge
We were given the challenge to develop and market a new streaming video brand designed to meet the needs of female entertainment lovers.
My Role
Research and Analysis | Brand Strategy Visual Design | Client Presentation
Content Writing
Our Approach
We were given the challenge to develop and market a new streaming video brand designed to meet the needs of
female entertainment lovers.
Teenage Girls
Why Teen Girls?
There are more than 10 million girls from 13 to 17 in U.S.
- Statista, 2017
- Pew Research, 2019
On average, teens spend 3hrs+ per day on screens.
- Vision Critical
By 2020, the group below age 22 will account for 40% of all consumers in the U.S.
Brand Thinking
In between the media opposites is an opportunity to take the best of both worlds and introduce something new to the industry, a hybrid for a new generation of media consumers. A platform in this white space can take lessons from the way that teens are organically communicating online, and learn from the success of more traditional media sources.
Top Down Media
Social media is where teens are talking to each other, and producing content on their own
X
Bottom Up Media
These media sources are regulated,produced by grown ups, and marketed to teens
Our Hypothesis
A video streaming platform that can connect to girls the way they connect to each other. We empower girls to lead intentional, meaningful lives. We provide reliably safe content online by creating a secondary layer of brand evangelists: relieved parents, who are grateful that their teenage girls have a trustworthy place to spend their screen time.
Introducing
For all the girls out there feeling in-between,
No longer kids but not quite grown up,
Navigating the ups and downs of life as a teen,
For the girls who are on the move and in the making,
emma is here, for their truth.
emma is the microphone for girls
who are figuring out what they have to say.
She is the mirror that helps them see their worth, and love themselves no matter what.
She’s the motivator cheering them on
when they need a little extra to rally through a hard day.
And she’s the bowl of Ben & Jerry’s
waiting on the couch
when there’s nothing left to do but chill.
emma is so much more than
a streaming content provider
She is the modern media platform
where young girls are taken seriously.
Positioning
Brand Values
Curious
Teens today are inquisitive about the world, Emma will nurture their curiosity. It is about gaining knowledge.
Inclusive
Being inclusive is about different points of view, representation, and real-ness. Emma is for everyone.
Bold
Emma is bold. Its a platform for self-expression and confidence.
Everywhere these girls go,
Emma can be there.
Business Model
Emma embraces how teen girls consume social media today. They are used to watch free content online. So our model is :
​
• Consistent with teen girls' social
media consumption habits
• Value exchange > dollar exchange
Partnerships
Brands adored by teens and stand up for something like Nike and Ted Teen. Brands that empower women and dare to think differently like Thinx and Refinery 29, brands that defy the status quo by using untouched models like Aerie. Also, by building this community, we can attract future investors to help us build further.
Content Approach
Emma is reimagining the possibilities of streamlining content by getting its audience involved in several different ways. Emma isn't just going to give them a platform and throw them into it, like youtube, she will make the most of these girls voices.
Show concepts - A day in the Life of Emma’s Girl
Rise & Shine
When: Morning
What:
• Daily video
• Mini-newscast for mobile
• National news
• Cultural highlights
• Motivational tidbits
With: The Skimm
She wakes up and, over breakfast,
she watches a mini news cast onher phone,
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She gets quick and easy updates of whats happening in culture and what she must know.
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A little dirt and highlights on her fav celebs, which she can select, which she wants to know more about.
It ends with motivational tidbits to inspire her day.
This would be in a partnership with the Skimm, a news media company aimed at easy, digestible content.
In between classes she checks snapchat for the newest horoscope update - shes an aquarius and today apparently her tip of the day is celebrationnn through sugar rush! The idea here is basically a light moment that encourages interaction between peers in between the class and perhaps some fun self reflection
When:
Break between classes
What:
A mini Horoscope moment via Snapchat suggesting self-care moments for each sign, expressed through Emojis
Wandering Star
When:
Whenever her nerves attack, or when she feels 'less than'
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What:
• Real girls talking about
all issues
​
• Answering real
questions
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• Body image, bullying,
relationships
​
• No issue is too small
Girl Talk
After school she feels a bit sad, her friends are treating her weird and she decides to open 'girl talk', to see if they have an episode that she can better understand how she can deal with this.
​
She finds an episode on 'selfies to the wrong guy' with Liza Koshy showing her support and relatable stories from her younger years.
​
As usual she calms down and manages to get a better sense on how to deal with her current situation.
Finally before going to bed and toget some inspiration on her quest to where and what to do for college, she watches #Adulting, where Zoe,this teenage girl tries to survive her internships in all types of jobs. She votes for the next place shewants to see Zoe working for, to see whats it must be like to be an engineer.
#Adulting
When:
Before going to bed
What:
• A reality show where a
teen experiments
several different internships
​
• Jobs are crowd-sourced
from Emma's community
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• Daily vlog-style uploads
on native social media of
her ups and downs
Project By: Devanshi Shah | Clare Albers | Dylan Taylor | Fangjie Wang | Gabriella Bartelle | Maria Andrade