A startup that tracks and analyses data across piracy networks tasked us with helping it raise its profile among major content producers, as it looked to branch out into other media categories having established its credentials in the music industry. It also wanted to shift the industry’s perceptions of it, from being a content protection business to one that provides data insight around piracy audiences to content producers.
We identified an opportunity to use major pop culture “moments” – in particular around the launch of new seasons of popular television series – to deliver timely data-driven insight into consumers’ content consumption and piracy behaviour.
We worked with the client to identify the biggest moments, analyse the data, and create stories that would appeal to both mainstream media and specialist industry outlets, leading to extensive coverage of every moment we picked out.
As part of the campaign, we also provided insight around the reasons audiences turn to unlicensed channels, positioning these people first and foremost as fans with whom content producers can find new ways to engage.