A love letter to anime orchestrated through a month-long in-app campaign for HBO Max.

Ani-May 2022

Overview

For the month of May 2022, the in-app campaign, Ani-May, launched in support of Asian and Pacific Islander Heritage Month. Our goal was to re-engage users with the anime-content library through owned and earned media channels.

With a quarter of the anime library leaving in May, the opportunities for content discovery were simmering down. We tapped into our inner anime fan to leverage the most iconic themes, inspiring seasoned viewers and newcomers to watch

Timeline
May 2022

Brand
HBO Max

Results

Hosted on the Global Animation page, the month featured a series of in-app stunts, custom art, custom copy, and special curations to celebrate HBO Max’s anime library. Additionally, we partnered with Adult Swim to produce a custom anime-inspired episode of Ambient Swim.

Our efforts boosted engagement by over 500% page average, tripled user plays, and introduced millions of subscribers to new content.

TikTok Coverage:
Trailer for Ambient Swim Episode

Ambient Swim Trailer:

Homepage placement:

In-App Notification: