Can you give us an example of the type of content we can expect?
We have created three distinct shows. Each show aims to help the audience think about wellness in a different or more interesting way. Nature’s Calling, for example, a Wes Anderson-style film capturing an adventure to a cold-water swimming lake, was about entertainment first and mental health second. We wanted to communicate how cold-water swimming could affect both your physical and mental wellbeing. Our birdwatching film is about disconnecting and engaging in something interesting other than your phone. While Lacking Love is positioned as the real-life Euphoria – an intimate film following couples across the gender and relationship spectrum. It subverts everything you’d expect. At the core of the show are real human relationships of people with nuanced personalities, not just mainstream caricatures, so you actually learn a lot about things like sexuality and sex work.
How will you reach your target audience?
Woo follows a platform-agnostic strategy, meaning we go wherever Gen Z are. Our media play isn’t about monetisation, it’s about driving brand credibility. This allows us to try and grab their attention wherever they are, as opposed to trying to convert them from the wider net. We’d love to get our content on streaming platforms or in cinemas, for example.
On the other hand, our partnership with ITV is interesting because it means we have the potential to convert audiences who may not be interested in wellness. At present, wellness generally leans towards more women and upper middle class, but our goal is to rework content to appeal to different audience segments across each of the different channels we’re going to be playing in.
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