In Spring 2022, Philo has formed a strategic deal with Kin to bring our first ever original series to the Philo platform. Starring Love & Hip Hop: Atlanta’s, Rasheeda Frost, Boss Moves, is a 12-episode, half-hour series following the fan-favorite, aspiring mogul as she welcomes audiences into her home and businesses to give them a never-before-seen inside look at how she runs her growing empire.
Guest stars include Love and Hip Hop: Atlanta stars Yandy Smith and Mendeecees Harris, Real Housewives of Atlanta’s Kandee Burruss, and more.
We were super excited to delve into creating unique content that delivers entertaining and relevant shows to our subscribers. This was Philo’s first foray into original programming.
Philo is dedicated to building value by super-serving our community in every way we can. That goes for everything from customer service to product features, to content. Using the feedback we get from subscribers and behavioral insights we have access to, this series represents us starting to create series that appeal specifically to our audiences and not only drive acquisition but retain customers. We started with a well-informed extension of things that are already doing well on Philo, like reality shows, Love & Hip Hop: Atlanta, and strong Black female role models, to build some institutional wisdom around the ways targeted content can enhance the offering.
Philo partnered with Kin specifically because they bring entertaining and diverse content to our platform. Kin’s programming, which specifically focuses on entrepreneurship and female empowerment, is a great fit for Philo’s community.
Philo and Kin created a show that resonates with women of all backgrounds. The show led to strong acquisition numbers and even stronger customer retention and engagement. We consider our effort to be a success because we grew our social media following by 25,000 Instagram followers and the audience cohort that entered Philo to watch Boss Moves was retained longer, churned less, and was more active than other cohorts. For a first original, we were excited to see success in launching our first original and it gave us the confidence to build out originals and create more in the future.
