To keep our core audience interested, our editorial strategy was to lead with action in the pre-premiere phase of the campaign and then turn the weekly episodes into social-first mission briefs to keep them engaged with both the show and the ATV+ channels. 

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To reach a broader, younger and more woman-skewed audience, we leaned heavy on the attractiveness of the cast, BTS content, talent interviews and highlighting some of the more emotional components of the story in between combat.