The Skinny was Refinery29's first major scripted endeavor, with long-form content tailored for marathon viewing experience. To generate mass awareness, our team approached promotion similar to television marketing, generating mass awareness and viewership through a long-lead cross channel campaign with pre-buzz, launch, and continuity promotion. Refinery29 partnered with NEDA for additional support that complimented the sensitive nature of the series. The series premiered at Sundance Film Festival, generating high volumes of press buzz before launching on Refinery29.