Nearly five months after its introduction in the U.S., Discovery+ is set to debut its inaugural global ad campaign, focusing on the breath of genres on the streaming platform. This is the first major marketing push for the service since it debuted in January.
Due to go live in the U.S. on Monday before rolling out across international markets in the coming weeks, the subscriber-supported platform’s new “Streaming Home Of…” campaign, which was created in-house, underscores the breadth of content offered in genres from food to family to the paranormal.
“This is our first kind of big attempt to talk about [Discovery+] in the context of genres,” says Patrizio “Pato” Spagnoletto, global chief marketing officer of Discovery’s direct-to-consumer operations, which encompasses Discovery+.
The goal of the campaign in part is to drive awareness to new subscribers who might not be familiar with Discovery's brands, shows or talent, by helping them understand what's available on the platform without reinforcing the idea of a skinny bundle.
“The intent is to rope in these younger audiences,” says Spagnoletto, who expects to have the “Streaming Home Of…” campaign in-market for no less than the next three to four months. According to internal research, de-emphasizing Discovery’s anchor shows and instead going through the platform genre-by-genre resonated with younger audiences, particularly millennials.
Comprising different types of media including TV spots and out-of-home placements, the “Streaming Home Of…” campaign will have to mirror its content and experience, says Spagnoletto, who joined Discovery+ in February from competitor Hulu, where he formerly served as head of marketing.