“Justin Bieber: Seasons,” which premiered January 2020, served as a homecoming for Justin Bieber, who skyrocketed to fame in 2007 after he was discovered on YouTube. Our job was to establish significant press momentum to drive high episodic viewership pre- and post series premiere with limited access to talent.
DRIVING PRESS MOMENTUM
The 10-episode original documentary series chronicled the making of Justin Bieber’s first album in four years and featured a behind-the-scenes look at Bieber’s private life. To give the series, YouTube and Bieber the proper spotlight they deserved, PR developed and executed a multifaceted comms strategy consisting of several peak moments.
The first included a trailer launch on Dick Clark’s New Year’s Rockin’ Eve with Ryan Seacrest. We then inserted the docuseries in broadcast talk show appearances for the “Changes” album launch, securing press interviews with the Director and Executive Producers, leveraging exclusive clip reveals every week per episode with top tier entertainment press. Next, we amplified friends/fans only red carpet premiere featuring talent and creatives. Notable press moments for the series includes hits with The New York Times, Billboard, People, Entertainment Weekly, Vogue, and on broadcast talk shows Ellen, The Tonight Show Starring Jimmy Fallon, Nightline, and Good Morning America.
