Norwegian youth drama SKAM’s fourth series just finished, but its fan base keeps on growing. Head of insight & innovation Dr Matilda Andersson explores the role audience insights played in its success...
Those of you who thought TV is dead, think again. The fourth series of SKAM, a teen drama made by NRK (Norway’s BBC) has just ended, leaving its global following wanting more. From Stavanger to San Francisco, SKAM’s success has been fuelled by fans sharing images on Tumblr, distributing translated transcripts via Google Drive and making subtitled videos available on YouTube. With unprecedented high ratings and a cult following that’s seen fans invading the set, stalking characters and learning Norwegian, what’s the secret of its success?
SKAM, or SHAME in English, captures the everyday lives of teens in an average Norwegian high school, giving a raw and up-close view of love and friendship today (date rape, coming out and cyberbullying are just some of the topics covered). The series is digital first, with episodes released online (at NRK.NO) scene by scene throughout the week, to create the impression that events are happening live. The stars of the show come to life through their social media presence, each character has an Instagram account, updated when something interesting happens in the series. Even though the digital storytelling contributes to the show’s success, it’s the extraordinary realism capturing young people’s lives and relationships that has created waves reaching far beyond its suburban Oslo setting.
At the 2017 YLE Media Digital Summit, SKAM producer Marianne Furevold-Boland talks about using the NABC Method to get under the skin of Gen Zs. NABC originates from Stanford and stands for Need, Approach, Benefit and Competition. A familiar approach to us here at Crowd DNA, this audience-centric model focuses on needs first and then helps build value propositions to fulfill them. The team at NRK conducted surveys, content analysis of Instagram and Snapchat stories and visited schools to make sure they really listened to their audience. The producers of SKAM realized that if the consumers are willing to tell you their stories, there’s no point making things up.
A British broadcaster has yet to pick up the series, though Simon Fuller has bought the rights to produce an English language version for US and Canada. In the meantime, you can watch a subtitled trailer here.
At Crowd DNA we’re very proud to have contributed a young audience needs model to help future proof broadcasting, presented at the MRS Impact conference earlier this year. As their path to adulthood becomes less predictable, it’s even more important to take time to listen to young people today. Youth brands can learn a lot from SKAM’s strong audience needs proposition, innovative execution and digital first distribution.