CASE STUDY
HI-YAH!
CHALLENGE
Ideation, Execution, and Distribution of a Hi-YAH! branded mailer tied to Global Martial Arts Day (December 15).
NEWHOUSE targeted key creators and Social Editorial folks to unbox the mailer and provide their followers a discount code for a one month free trial of Hi-YAH!
SOCIAL BRANDING
To support Hi-YAH!’s long-term growth goals, Newhouse developed a fun action-focused style and tone to be applied to all social channels.
Starting with the provided logo, we crafted a full graphics package including brand fonts, color/ texture, and animation and design cues. We also created tone/voice guidelines for all messaging.
BRAND TRAILER
After a year of guiding Hi-YAH!’s socials, they came to us with an exciting ask -- to create a trailer to set them apart from other genre channels in the tight OTT market. The piece would be a pivotal marketing tool, reformatted and retimed for all formats from Blu-ray (with 5.1 sound) to TikTok.
Hoping to evoke deep resonance, we went to the heart of kung fu practice for our concept, sampling the click/clack of the wooden practice dummy as the basis for a custom music track. We then did a refresh on the graphics package and cut in Hi-YAH!’s most amazing content to seal the deal.
Ongoing Social Series
Working with the brand, we also created a multi-tiered community management strategy, then fleshed it out with several ongoing content series designed to engage users across brand channels with fun scenes and slick packaging.
Newhouse executes custom edits, graphics, and sound design for all pieces every month including This Month… Friday Night Fights… Thematic Trailer… and Martial Arts Monday.
FROM THE DOJO
Hi-YAH! came to Newhouse with a request to expand traction on YouTube, in the same way we had grown communities on FB and IG.
The result was From the Dojo, a community- powered content series that we would produce every month, adding fan commentary and VO to film footage from the channel.
3M+
Impressions
(Combined Follower Reach)
17
Targeted Creators Confirmed
(Gratis)
72
Social Posts
(Across All Media Platforms)
