The current wellness landscape isn’t designed for Gen Z. It’s clinical and functional, cheesy, alienating , overwhelming and targeted at middle class white women. 87% of Gen Z say they feel anxious in their daily lives but they are being ignored. 

Introducing Woo: a new generation cultural movement redefining wellness for Gen Z. A social and digital eco-system designed to be the antidote to the toxic news cycle. 

Leveraging a mix of subversive and socially optimized long form programming designed to subvert wellness troupes, fluid editorial tapping into culture, wellbeing, activism, fashion and beyond, plus immersive audio-visual experiences designed to change the frequencies in your brain. Producing content that drives social algorithms and endorphins, we’ve used social media to create a movement built around feeling good.

Alongside the media brand, Woo built a "feel good" marketplace selling 4500 products and services that embodied the "woo" lifestyle think solutions tied to wellbeing, beauty, fashion and homewares.

Woo was funded by ITV in an initiative designed to bring Gen Z audience and diversity their revenue stream.

Subvert preconceived notions of wellbeing through entertainment, storytelling and immersive experiences on topics like drugs, mental health, sex, love, nature, science, activism and pop culture. All designed for a social audience.  

Content designed to drive physical, mental and cultural impact

• Original shows that subvert preconceived notions of wellbeing through entertainment, storytelling and immersive experiences on topics like drugs, mental health, sex, love, nature, science, activism and pop culture. All designed for a social audience.  

  • The Bigger Trip - Woo sends host Emma Breschi on a mission to find out both the legal and DIY ways Gen Z are using psychedelics to change their perspectives in the midst of the uncertain times we live in.

  • Higher Frequencies - A audio visual series combining gen-z’s favourite pop artists, sound healers and neuroscience experts to turn iconic tracks into songs that physically change your mood. Real impact not just culturally but physically too. 

  • No Wrong Answers -the antithesis of the internet talk show - high production, highly stylised and kind of weird.  We take memes + viral videos, match them with serious topics and the future stars of the internet. 

  • Life in Love - This epic, structured documentary drama series using real couples across the sexuality spectrum that aims to capture the real ways Gen Z are falling in and out of love.  In this world the most salacious topic is intimacy. 

  • Nature's Calling - A pioneering new comedy series — with a hyper stylised aesthetic — TikTok superstar Oatmilk Leader [Mary Steven] and musician Niko B ditch the city to forge an unexpected new relationship with the outdoors.

  • Run Our Way with New Balance - bringing together diverse community run clubs with non runners to discover highs and highs of running.

A feel good store featuring 4500 products and over 150 brands representing woo's new world wellness culture incorporating products such has vitamins, supplements, beauty, fashion and homewares.

The model created an integrated tech eco-system that allowed us to integrate with commerce tech platforms from our vendors. This created an holistic experience for our customers.

A fashion lifestyle brand born out of the third reality called the wooniverse. Artefacts of planet woo include objects and garments designed to elevate citizens who engage in radical wellbeing.

Designed in collaboration with Space Available, soft and easy t-shirts, hoodies and track pants feature vibrant graphics highlighting wellbeing for both people and planet using organic cotton and recycled or upcycled materials in a soothing colour palette.

Woo leveraged unexpected design and visual identity created with design and sustainability collective Space Available led by Dan Mitchell stand out from youth and wellness brands. The approach was youthful and considered but devoid of all the design troupes that plague wellness and “youth” culture.  

Woo launched agency proposition who worked with clients such as New Balance and Pepsi co.

STUDIO

• Think communication and advertising through an editorial lens: woo Studio is the first Gen Z media brand to serve the full end-to-end consumer cycle; from insights and activation, to 360 integrated campaigns and sales across woo’s e-commerce marketplace. 

• With a network of young photographers, directors, writers and wellness practitioners, woo will connect brands directly with emerging talent (everyone from Nico B to Beebadoobee, to Avatar’s Jamie Flatters, Mahalia and Ashnikko have already entered the wooniverse) 

• Leveraging entertainment, storytelling, immersive longform content, insights and products – all woo brand partnerships are designed to serve the audience first and will drive meaningful mental and cultural  impact, while authentically communicating advertiser’s commercial messages. .

• Leveraging insights from the editorial platform, woo’s content offering is driven by audience needs and aims to connect brands with content to fit their evolving needs.

• Emotional connection is at the heart of woo Studio, the first media brand to be built out of a feeling (feel good) rather than a product or genre — woo’s agency services will follow that model e.g fashion as wellness, to create long-lasting emotional campaigns and partnerships. 

• Integrated and authentic bespoke content partnerships with brands like New Balance (more detail on that campaign below).

INCUBATOR

• This is a brand’s opportunity to test + learn + create in the woo lab, before taking a product/ idea/ campaign to the masses

• Guided by woo, all partner brands will benefit from woo’s deep knowledge of Gen Z, gaining privileges to woo’s Gen Z insights and intimate access to the Gen Z community

• The incubator will provide a bespoke approach to clients leveraging audience eco-systems, focus groups, marketing as well as a live retail environment.

In year one we generated:

• Generated 1 billion impressions against a target of 385M (260% above target).

• Drove 32M video views across long-form original programming, social first content and UGC.

• Amassed 1.6M social followers across Instagram: Woo, Travel by Woo, Streetwear by Woo, TikTok: Woo, Facebook: Memes by Woo, YouTube: Woo.

• Generated 15M+ engagements with an average social engagement rate of 2.4%  above established youth media brands like Vice, I-D and Dazed.

• Collaborated with the pop culture including Jake Gyllenhaal, Gabrielle Union, Beabadoobee, Ashnikko and Avatar’s Jamie Flatters

• Featured in Forbes, Mashable. Campaign, Creative Review, The Drum, Marketing Week, Variety, Adweek, Design Week, GQ with a combined earned press reach of 1.4 billion.