Conceived and produced by me, this video was used to promote the season 4 premiere of Mystery at Blind Frog Ranch on Discovery as a paid spend placement across TikTok and Snapchat. I requested the footage from the production company and then created an impactful story putting the viewer in the shoes of Chad (one of the owners of the ranch) as he explores a cave on the ranch, and goes further and further into the mysteries and dangers hidden there.
This video gathered 2.3M total spend views over a 7 day period. Overall, the spend (which I was social strategy lead for) drove 3.5k HBOMax subscriptions with a 31% lower CPA than the US HBOMax target on average in 2024.
The best performing asset across 23 individual assets for the Shark Week 2024 paid spend; with over 9.5M views, an 11.31 second average watch time, and a 62% VCR (video completion rate) in just 1 week.