Observational reality on Gen Z's terms
Ruutu aims to better engage young viewers. However, social media, particularly YouTube, fiercely competes for their attention. Our challenge was to determine what kind of content Ruutu could offer to capture Gen Z's interest and draw them from social media to its streaming platform.
For Gen Z, YouTubers are akin to friends. They actively follow their activities, frequently want updates, and trust their word. We realized that Ruutu could draw young audiences from YouTube by offering exclusive content about the lives of YouTubers they admire. Crucially, the content needed to maintain an authentic, YouTube-like style.
What does it feel like to grow into a young woman amidst immense popularity? This series, which uniquely blends documentary elements, observational reality, and YouTube style, Ella & Helmi IRL: The Best Summer Ever offers viewers a peek behind the scenes. The series follows the highly popular YouTuber duo Ella and Helmi for one summer. Ella and Helmi candidly, honestly, and entertainingly open up about their lives. During an intense summer, they delve into themes relevant to young people, openly and personally discussing topics such as mental health challenges and social media culture. The content provides relatable experiences and peer support, regardless of age or gender.
