The CW ‘Heroes Within’ Brand Campaign

Challenge

Troika partnered with long-time client, The CW, to help refocus the brand by understanding its evolving audience within the current cultural climate.

Approach

Through targeted focus groups, Troika's Research and Insights team surfaced a new audience psychographic. We learned that fans of The CW shows identified as geeky, were drawn to supernatural stories with anti-heroes and complex morality. The insights helped focus creative efforts, leading to a concept and language that reflected why fans watched their favorite shows.

The CW fall campaign consisted of spots and brand IDs. The 60 sec spot was launched on the network's Facebook page, immediately striking a chord with fans.

Result

The 2014 fall season turned out to be one of the most successful in The CW's history, and The Flash premiere was the most watched show in network history.