The Drum | Meet Woo, ITV’s Cultural Revolution Redefining Wellness For Gen Z

Woo by ITV wants to turn Gen Z into Gen Zen by offering an antidote to the toxic news cycle.

The Brief

The media brand and marketplace ecosystem aims to make wellbeing and feeling good culturally relevant through music, activism and fashion.

The Idea

Woo is a media proposition designed for the post-pandemic world, leveraging an evolved hybrid model that combines advertising funding and e-commerce. It aims to subvert traditional notions of wellness and build a new ’wooness’ subculture, working with unexpected cultural icons and featuring youthful and considered design.

The Results

Woo’s content focuses on driving physical, mental and cultural impact through original shows, such as The Bigger Trip and Higher Frequencies. Its platform-agnostic approach reaches Gen Z through a mix of social channels, digital communities and ITVX. The media brand also manifests physically through a mood-led marketplace,, offering unique products and experiences aligned with Gen Z values. Woo’s launch campaign, ’No Purchase Necessary’, challenges retail norms and emphasizes the message that feeling good doesn’t require buying anything.

In 12 months, Woo has generated 1.3bn impressions (340% above target), with 35m video views and 1.6 million social followers. It has collaborated with renowned figures like Jake Gyllenhaal and Gabrielle Union and has garnered significant media coverage with a combined earned press reach of 1.4bn. The marketplace launched with 4,500 products and 160 brands.

This campaign won at The Drum Awards for Online Media 2023. Find out more about The Drum’s Global Awards program or head to our case studies hub to read more award-winning stories.

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