RESULTS

200M
YOUTUBE VIEWS

1.3K+
EXCLUSIVE STORIES

32M
1ST WEEK VIEWS
BREAKING YOUTUBE ORIGINALS
DEBUT RECORD

BACK TO OUR WORK

YouTube Originals

BIEBER RETURNS TO YOUTUBE WITH ORIGINAL DOCUSERIES“JUSTIN BIEBER: SEASONS”

“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.

RESULTS

200M
YOUTUBE VIEWS

1.3K+
EXCLUSIVE STORIES

32M
1ST WEEK VIEWS
BREAKING YOUTUBE ORIGINALS
DEBUT RECORD

BACK TO OUR WORK
❮

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2020 Rogers & Cowan PMK All Rights Reserved.

LOS ANGELES

1840 Century Park. E 18th Floor
Los Angeles, CA 90067
+1 (310) 854-8100

NEW YORK

909 Third Ave., 19th Floor
New York, NY 10022
+1 (212) 878-5501

LONDON

2 Waterhouse Square, 140 Holborn, 
London, EC1N 2AE
ukinquiries@rogersandcowanpmk.com

newbusiness@rogersandcowanpmk.com

ABOUT US
WORK
CAREERS
NEWS & Insights
REPRESENTATION
CONTACT
 2020 Rogers & Cowan PMK All Rights Reserved | CCPA Privacy Notice

ABOUT US

OUR WORK

REPRESENTATION

NEWS & INSIGHTS

CAREERS

CONTACT

SEARCH

BIEBER RETURNS TO YOUTUBE WITH ORIGINAL DOCUSERIES“JUSTIN BIEBER: SEASONS”

August 24, 2020
“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.

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