A competition for a young, creative audience to showcase their talent, Top Boy: Your Cut engaged an audience who would benefit from conversations the storyline raised, but who tend not to watch TV dramas. The platform allowed fans to access exclusive footage, upload their own original music, (or use a track provided), creating their own trailer, uniquely branded with their name on the credits. The prize was a once-in-a-lifetime opportunity to get their work broadcast to over a million people on C4 after each episode.
1,000+ unique peer-promoted trailers, shared and viewed across urban youth networks that are traditionally hard-to-reach for brands
404,872 channel views on the competition’s YouTube channel
22,000+ people visited the competition platform on C4’s website
873 trails were submitted in total
Nearly half of entrants used their own original musical composition when creating their trail, with the judges reporting an outstanding level of creativity