Going Deep to Go Wide
Engaging the community from the ground up to honor the authenticity of the AAPI experience and highlight the story of the Ho family.
Experience: Digital Activation, Show Launch
Pillars: Consulting Partnerships, Production Services, Cultural Stewardship
The Challenge
With the show’s release in December 2020, America had changed drastically since the development of House of Ho and its marketing campaign. GreatCo was tasked with assessing key moments of the development of the marketing campaign as well as ideating and producing a launch moment that was appropriate within the social zeitgeist.
The Solution
We worked consistently with the team to provide a cultural framework that served to reflect the current landscape and help the show adapt its positioning and strategy.
We conducted cultural assessment reports on the AAPI landscape, built insight reviews that influenced how the show depicted representation and authenticity, recommended a new release window for the show, built organic support from key community thought-leaders, and produced a Q&A segment that was a key piece of insight that altered many of the community’s preconceptions of what this show is.
In the last decade, the AAPI community has fought tirelessly to not be seen as a monolith. To honor the Vietnamese refugees of this show and the authenticity the AAPI community has grown to demand, we chose to focus on engaging the community from the ground up, garnering AAPI leaders’ support, and highlighting the story of the family beyond its wealth. Partners spanned across news & media organizations, social media communities & leaders, and podcasts.
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