FORMAT • YOUTH/RANGATAHI DOCUMENTARY SERIES • FUNDED BY NZ ON-AIR for TVNZ / RE: • 202
AHI WĀNANGA
AHI WĀNANGA [The Fires of Discussion] is a six-part documentary series made for TVNZ+ and Re: series, placing young Māori and Muslim New Zealanders in conversation. Naturally kōrero about identity, belief, belonging, and what “home” means for each of the participants was shared. Produced by FOURPLAIT for TVNZ.
• KHADRO MOHAMED • STEVIE DAVIS-TANA • TE RAWHITIROA BOSCH • RAMI ELSAYED • FATIMA HUSSAIN ALI • NYAH NIKAU • SANIAH NAIM • MIRIAMA GRACE-SMITH • UMAR ZAKARIA • RUBY SOLLY
• KHADRO MOHAMED • STEVIE DAVIS-TANA • TE RAWHITIROA BOSCH • RAMI ELSAYED • FATIMA HUSSAIN ALI • NYAH NIKAU • SANIAH NAIM • MIRIAMA GRACE-SMITH • UMAR ZAKARIA • RUBY SOLLY
OUR ONLINE MARKETING CAMPAIGN
The challenge
In collaboration with Re: News, we wanted to drive discoverability and awareness of our docu-series, AHI WĀNANGA, within the target audience of 18-34 year-olds living in Aotearoa.
The approach
The key focus of this 6-week omni-channel paid campaign was to drive viewers to watch the series on either YouTube or TVNZ+ in order to deliver strong retention rates and a high quality viewer experience.
We amplified each episode using the YouTube In-Stream Skippable and In-Feed paid placements to deliver episodes straight to those who are already looking for long-form content to watch.
TikTok, Instagram and Facebook Reels were also harnessed to share short-form vertical episode cutdowns and trailers to raise awareness and create intent to watch the full episodes on YouTube and TVNZ+.
✓ Drive discoverability and awareness of Ahi Wānanga within its target audience 18-34 year olds in Aotearoa.
✓ Contribute towards a target of one million total views across Instagram, TikTok, Facebook, YouTube and TVNZ+.
✓ Drive views of promotional videos and trailers to drive intent to watch on YouTube.
Results
- 400,000+ episode views across YouTube and TVNZ+
- Over 4.5 million cumulative impressions of funded content
- 2.7 million total video views of funded content (our NZOA target was 1 million)
- Over 25,000 Likes, Shares, Saves and Comments on funded content
- Over 30,000 hours spent watching episodes on YouTube
- Over 1 million engaged views across funded video content
- We successfully reached and engaged our target audience of 18-34 year olds in Aotearoa.
Over 4.5 million
Cumulative impressions for our content
2.7 million
Total video views of funded content
