Apple TV x Billie Eilish
The World's a Little Blurry Documentary
Apple were looking to reach a creative audience with a teaser trailer for Billie Eilish: The World’s a Little Blurry – a documentary taking a deep and personal look into the life of the award-winning teenage superstar, Billie Eilish. Here at AudioPlus, we turned to our partner insights and targeting capabilities to reach Billie Eilish followers & listeners as well as a wider Gen Z audience with additional genre targeting to connect with a broader audience interested in pop & music documentaries.
Brief
Generate awareness in the documentary and drive users to the Apple TV platform to watch the show
Solution
High-impact, takeover solutions to be delivered in the lead up to the documentary launch, supported by targeted, pre-roll video
Results
Results across all formats exceeding our viewing & engagement rate benchmarks by 50%
The Billie Eilish Doc delivered a record breaking 33% new viewers to Apple TV+
Pre-Roll Completion Rates
Over 75%
App Takeover Engagement
50% over benchmark
The engagement rates for the App Takeover & Pre-Roll Video formats proved to be one of our most successful campaigns to date, exceeding typical benchmark rates beyond expectations and driving huge interest and users to the TV platform