Objective: Continue to grow the highly successful Yellowstone original digital series Stories From The Bunkhouse by super-serving fans with more Yellowstone-themed content featuring fan-favorite cast members. As social engagement behavior continues to shift, we aimed to create more stand alone and shorter modular segments that can be clipped out and shared.
Since this was the 4th season of shooting Stories From the Bunkhouse, ambition and expectations continued to grow, yet budgets remained stagnate. Therefore, our strategy was to leverage internal resources across the house. First, we worked closely with our Ad Sales Marketing team to pitch and secure ad partners who could help fund the production. We created a “mini-writers room” tapping key members from the creative and project management teams to develop the creative, including writing questions and ideating new segments. We partnered with our production designer early in the process to push our budgets further, allowing us to execute unique segments like “Name That Cut”, and even recreate an entire carnival game set featured in episode 507. We synced up with talent early on, incorporating their feedback to ensure maximum creative investment. We also used our internal Editorial Director, who shot all of the BTS footage used for transitional shots as well as additional standalone BTS Bunkhouse segments that fueled the bridge season.
Coming out of a 2 day shoot, we created over 80 minutes of original content that our in-house team wrote, produced and posted, driving our in-season and bridge social channels. This season of Stories From The Bunkhouse earned 23.4 Million cross-platform views. This was an 80% increase over Season 4, with engagements 32% higher than Season 4.
