It’s late 2023. The entertainment industry is in a very stable mood... You know: AI enters the chat, Hollywood goes on strike, and every plan we had is politely thrown out the window. So naturally, we did what any reasonable team would do. We got a goat. Our International Creative team developed something no one asked for but somehow made perfect sense: an animatronic goat.

And in a content-cluttered world, he stood out immediately. Some learnings came quickly. Others… took their time. For example, audiences didn’t always connect the goat to the “mountain” right away. And yes, having a goat literally explain your content offering is as tricky as it sounds. But one thing became clear early on: no other streaming platform had a talking goat, and that kind of clarity tends to show up in the data.