WIGS YouTube Channel: A Case Study in Content Marketing

WIGS came first on the digital space in May 2012, as the brainchild of award-winning filmmakers Jon Avnet (Black Swan, Risky Business) and Rodrigo Garcia (In Treatment), who sensed the big opportunity for online programming to appeal to women over 25.

The channel offers 5-8 minute high-end original series, short films and documentaries, all starring female leads, and named after the first name of the lead character.

WIGS co-creators Rodrigo Garcia (L) and Jon Avnet (R) at the WIGS One Year Anniversary Party - Photo: Todd Williamson/Invision for FOX

WIGS co-creators Rodrigo Garcia (L) and Jon Avnet (R) at the WIGS One Year Anniversary Party – Photo: Todd Williamson/Invision for FOX

Given last summer’s success, WIGS has become the No. 1 channel for scripted drama on YouTube, with over 45 million views to date and more than 200,000 subscribers. [In its first three months after the launch, WIGS had already reached over 15 million views and over 75,000 subscribers].

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