Member Article

Cowshed Social creates pioneering YouTube reality show for Footasylum

Cowshed Social, full service social content and video production agency, has been appointed by Footasylum to create and produce the footwear favourite’s video series - Locked In: Season 2. The reality show, which airs on YouTube from 7pm, 3 November [2021], sees 10 content creators thrown into a house together for 14 days without wifi, going head-to-head on challenges to be crowned the winner and bag £10,000 for their chosen charity.

This comes on the back of the hugely successful first series, a pioneering YouTube reality TV programme created to resonate with a new generation of reality fans. Series one, which aired in November 2020, received nine million viewers.

Cowshed and Footasylum collaborated to come up with the daily influencer challenges. Each one was developed to show the audience a new and entertaining side to the cast members to create compelling content that would appeal to both existing and new followers. Not omitting the chance to capitalise on the branding opportunity, a fully branded space exists in the form of ‘the storeroom’ where contestants speak directly to the camera and crew.

Featuring Millie T, Anastasia Kingsnorth and Johnny Carey, the show is expected to drive brand awareness and further align Footasylum with its target audience of Gen Z.

George Cowin, co-founder at Cowshed Social and executive producer of Locked In, said: “Working on this first of a kind production has been massively exciting for us. When series one performed so well, we knew a second was on the cards, but actually making it a reality - and during Covid restrictions too - has not been without its challenges. We wanted to take it to the next level and are really proud as we feel like we’ve achieved that. There are lots of new additions and the content creators involved have even bigger followings, so it’s super exciting and we can’t wait to hear viewers’ reactions.”

Si Lloyd, culture marketing manager at Footasylum, said: “Our core consumer spends more time watching YouTube than they do watching TV, so by creating shows like Locked In we get eyes on the brand for far longer than any other form of advertising.

The response to Season one exceeded our expectations - the diverse casting and audience integration mechanics engaged a wider audience than our other shows, a strategy we’ve developed further for Season two.

It’s always been our plan to push the boundaries of branded content, and by bringing larger-scale productions to YouTube we’re bridging the gap between social content and TV.“

The full cast list includes:

Anastasia Kingsnorth Johnny Carey Millie T Spuddz Arthur TV Steph Toms LDN Movement Anisa Farah Somejokeman Jemel One Five

This was posted in Bdaily's Members' News section by Lucy Yates .