Hype & Influence is a video series that explores the cultural trends that matter. The goal of this series is to connect the audience with our brands by showcasing we are the leader when it comes to driving culture and creating conversation. On our first episode, we explore the reason why hip hop is now the #1 music genre in America. How is a country that stands so divided the same place that loves hip-hop and idolizes black culture? We talked to industry leaders like BET's Connie Orlando, 300 Entertainment co-founder Kevin Liles, and rapper Maliibu Miitch to learn more.
The strategy of Hype & Influence was to illustrate Viacom's brand goals, we worked with talent that had a built in social reach of 4.2 million. This helped us reach 413,676 views on YouTube.
YouTube was responsible for the majority of our 414K views. We received 950+ YouTube subscribers, increasing our built-in audience for episode 2. Among promotional content, the majority of conversations and engagements occurred on Twitter. Facebook view rate for the full video outperformed platform average (40% vs Viacom average 29%).