When lockdown went into effect in March 2020 I had to refocus Seventeen’s video strategy. This meant refiguring concepts and coming up with new plans to keep our audience engaged. I cast for a teen who’s parents had tested positive for COVID-19. We were able to quickly produce a 3-episode mini series on one family dealing with the Coronavirus when it was still very new in the US. Our second video in the series, “Getting Tested” showed the COVID testing process at a time when most people still hadn’t experienced a COVID test. We hit an untapped market and it paid off with over 300,000 views (and still climbing) at a time when views across the board were down.