"The story then is the story now." In an effort to demonstrate that you can tell a full, original narrative using only Getty Images content, we created a short video series on YouTube called 'The Story Now.' The original scripted videos show the relevance of Getty's up-to-the minute editorial coverage and the depth and breadth of our unparalleled archive of images and video clips.
The concept behind The Story Now series is to take a current trending topic, i.e. #BlackLivesMatter, #LoveWins or #BreakTheCeiling, and show how while the topic may seem new, it actually has roots throughout history.
We deployed the videos through our social, email and Content Marketing channels.
Our top performing video was January 2017's '#BreakTheCeiling (https://youtu.be/rOxaLiaKHfw?list=PLYHT_tk9EZLGzM3wuEBk0CBs8Lb7HsHHU) which focused on badass women in history who you may not have heard of and how their actions paved the way for women today. The video, deployed solely through our Daily Wrap emails to segmented customer audiences, received 25k views within three days - just ahead of the Women's March on Washington on January 20, 2017.
