Baseball can often be inaccessible to new fans. With this explainer series, MLB intended to position itself as welcoming and comprehensible to anyone who wanted to learn more about the sport. Quick Question sought to reach an underserved audience of women and younger fans who might be alienated by other baseball content. .
Episode themes were selected strategically to answer the most common baseball questions found from search aggregators. We used playful design, eye-catching animations, a relatable voiceover, and a rotating cast of interviewees to communicate the contents of each episode. Ultimately the goal was to post on a monthly basis to create an enjoyable video FAQ for the sport.
Quick Question has seen 20M Impressions, translating into over 1.3M Views, with average View Duration routinely topping 5 minutes, signalling a strong interest from the audience. From a demographics standpoint, we were extremely pleased to see our growth audiences all engaged strongly with the show: 15% of the audience was female (outperforming our average female viewership by 50%), 25%of the audience came from outside the US, and over 70% were under the age of 35.
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