While many streaming platforms heavily rely on algorithms to recommend shows and movies, Pluto TV is emphasizing a different approach: human curation. The streaming giant, owned by Paramount, is banking on the human element to differentiate itself in its new fall campaign, “Programmed by Humans.”
The promotional drive unfolds with three engaging commercials that introduce viewers to the personalities behind the screen. Drawing inspiration from real life, the ads feature characters embodying various TV genres – from a passionate true-crime aficionado making a dynamic entrance through a window, a sci-fi enthusiast dressed in iconic Star Trek attire, to a rom-com aficionado navigating the challenges of love. These quirky characters are reflective of the diverse team of over 50 programmers at Pluto TV who handpick content for the platform. This sentiment was elaborated on by Val Kaplan, Pluto TV’s Global SVP and Head of Consumer Marketing, in a conversation with Marketing Brew.
The global campaign, which commenced earlier this month, will span a range of mediums including linear, connected TV, digital, radio, and OOH platforms, maintaining its presence until year-end. This fresh marketing angle succeeds the preceding campaign “Stream Now. Pay Never,” which spotlighted Drew Barrymore and her daytime talk show content available on Pluto TV.
By emphasizing the people behind the content, Pluto TV aims to foster a deeper emotional connection with its audience. The move signifies a strategic pivot towards humanizing the brand, an angle Pluto TV believes will resonate with viewers seeking authenticity in the increasingly algorithm-driven digital landscape.