Analytics can tell stories that might not match up with your view of the audience you currently serve. Here’s an example of a time where I led a team of in-house creatives to leverage those surprising analytics results to target a new audience.

We believed the audience for Riot Careers content was prospective employees seeking roles at companies like Riot in the near future. Our Youtube data taught us that a huge percentage of the viewers on our channel were much younger — not those who would look for open roles this year, but the next generation of game developers who were looking for guidance on how to build their careers in the next decade. So, we came up with a content series that highlighted the stories of individual Rioters and the unique career paths that brought them brought them into the games industry - where they started, where they grew, and what they learned along the way. We used this opportunity to highlight the diverse backgrounds of Rioters, as well as the many and varied roles that go into producing games. I owned this series from ideation to execution, leading an in-house creative team to direct shoots, plan the campaign roll-out, identify Rioters whose stories were a good fit for the series, and shepherded the delivery, uploading, and measurement of the final product.