iWant
Leading the audience strategy for iWant’s expansion into North America.
A streaming service entering new audience conversations has two jobs: make the shows compelling and make the platform meaningful. Treating every title as an isolated launch loses the opportunity to build momentum.
Bring audience research, viewing behavior and cultural trends into the definition of the core and growth audiences. Build a connected path across releases: help people discover a title, give them a reason to watch and make the next step into iWant clear. Each show plays a role in the wider platform story. Creative testing and audience response help sharpen the entry points for the next launch.
North American strategic marketing support across audience definition, title positioning, creative coordination and digital campaign planning. The spring sequence connected Hotel 88, Miss Behave and the flagship Nurse the Dead launch, with creative and audience testing built into the campaign approach.
AJMC led the North American audience strategy, connecting platform positioning to a sequence of title launches. Nurse the Dead—iWant’s first North American production—gave that strategy a flagship: an original series created for the market, primarily in English with Tagalog.