WhoHaha Gets Behind: The Marvelous Mrs. Maisel
Overview
Amazon Prime Video partnered with WhoHaha to promote the series premiere of The Marvelous Mrs. Maisel. With a shared audience profile of comedy-loving fans, as well as our mission of shining a spotlight on female comedians, WhoHaha was a perfect partner with which to create excitement and drive tune-in for the show.
Campaign Outline
WhoHaha Gets Behind The Marvelous Mrs. Maisel was structured to provide substantial brand integration and content distribution opportunities for Amazon leading up to and following its December 1 launch. We used our full-service, in-house production capabilities and creator relationships to create a comprehensive and robust collection of thematically related content to promote the show.
The campaign spanned 4 weeks and included multiple branded video series and a branded meme series, as well as a site listicle and custom quiz as added value. All content was posted natively to all of WhoHaha’s digital channels with branded @tag and #tag, with select shares to the personal channels of Elizabeth Banks. Content was promoted on WhoHaha’s home page, in promo units across the site, and in weekly newsletters.
The centerpiece of the campaign was a custom branded docu-series “Introducing” that profiled 4 LA-based, female stand-up comedians who face ongoing struggles and adversities to follow their passion of being on stage and making people laugh. We interviewed and followed them around a typical day to learn more about their personal stories and get a deeper insight into their world.
WHH also produced “Unfiltered” – an original 4-part series in which we asked our 4 stand-up comics questions about life on stage. Where do they get their material? What has been their most daring moment? We asked, they answered, and we all laughed.
Additional branded content included integration into WhoHaha’s popular existing series “Ask a Girl,” where our featured stand-up comics stepped in to answer hilarious questions about relationships.
Additional Support
In addition to the video content series, WhoHaha shared and engaged with a substantial amount of posts from the brand’s own social channels. We also did targeted press outreach to select trade, consumer, and specialty publications.