MAKE THE WORLD OF ‘THE BOYS’ RELEVANT FOR THE GIRLS
Prime Video’s (PV) blockbuster global series, ‘The Boys’, was known for its bombastic visuals, violent subject matter and big, masculine energy. In short, ‘The Boys’ was a show that appealed to ‘The Boys’.
To launch ‘Gen V’, a young adult (YA) spinoff set in a shared cinematic universe, we needed to find a way to make the world’s ballsiest franchise feel relevant and inclusive to a whole new audience – one unattracted to the original series’ success and notoriety.
In doing so, we needed to achieve some superhuman objectives:
• Make Gen V the #1 title at launch.
• Increase subscriptions to Prime Video, attracting a new audience from outside of the existing ‘The Boys’ fanbase.
• Create long-form exposure and exceed benchmarks for audience engagement to shift existing pre-conceptions about the franchise.
