As Campaign Lead across Marketing and Creative for Yellowstone at Stan, I helped lead the Australian marketing of one of the world’s biggest television franchises, developing and delivering the creative campaign ecosystem that supported the series across its run on Stan.
My role extended across campaign strategy, creative direction, key art, digital and social, out-of-home, platform marketing, CRM, promotional content, trailers and integrated campaign delivery. Working within Stan’s broader marketing function, I helped shape how Yellowstone was positioned, presented and promoted to Australian audiences across virtually every consumer touchpoint.
Yellowstone became far more than an individual title campaign. Across five seasons and 53 episodes, the series developed into one of Stan’s defining entertainment properties, with Stan positioning it as “The Biggest Show on Television” and the exclusive Australian streaming home of the complete series.
I led the development and adaptation of campaign creative across the Yellowstone lifecycle, creating key art and campaign assets designed to give each season, character and major story moment a distinctive presence while maintaining a consistent and immediately recognisable Yellowstone brand.
This included the creation and delivery of key art, character artwork, social media campaigns, digital advertising, display, CRM, platform assets, outdoor advertising, large-format placements and promotional materials. I also contributed across promotional video, trailers, teasers and motion content, helping ensure the campaign worked cohesively across both static and moving image.
The scale of the property required an always-on approach rather than a conventional launch campaign. Creative evolved across season premieres, weekly episodes, mid-season moments, finales, catalogue promotion and major franchise events, creating an ongoing marketing presence designed to continually acquire new audiences while keeping established fans engaged.
As the series grew, so did its importance to Stan’s acquisition and retention strategy. When Yellowstone returned for its final episodes in 2024, it became Stan’s most viewed and most enjoyed title of Q4. Its premiere drove nearly half of all new Stan subscribers who joined the service for a specific piece of content, demonstrating the extraordinary acquisition power the franchise had developed in Australia.
The commercial impact extended beyond the individual campaign. Nine subsequently identified Yellowstone alongside the Olympic Games as a key property underpinning Stan’s strong subscriber performance and revenue growth. In FY25, Stan generated $491.8 million in revenue, up 10% year-on-year, while EBITDA increased 31% to $60.3 million.
For me, Yellowstone represents one of the strongest examples of long-term entertainment marketing: taking a major international property and building a sustained Australian campaign platform around it through marketing strategy, creative leadership, brand stewardship, audience development and integrated execution at scale.
Yellowstone grew into one of the most important entertainment properties on Stan, with the platform becoming the exclusive Australian streaming home of the complete five-season, 53-episode series.
The return of Yellowstone for its final episodes in Q4 2024 became Stan’s most viewed and most enjoyed title of the quarter. The premiere was also a major subscriber acquisition event, driving nearly half of all new Stan subscribers who joined for a specific piece of content.
The franchise also helped Stan reach audiences traditionally underrepresented in streaming. During the period, Stan’s subscriber base among audiences aged 65+ grew 24% year-on-year, with independent consumer research identifying Yellowstone’s popularity as an important contributor to that growth.
At a business level, Nine identified Yellowstone and the Olympic Games as properties underpinning Stan’s strong subscriber performance and revenue growth. Stan subsequently reported FY25 revenue of $491.8 million, an increase of 10%, while EBITDA grew 31% to $60.3 million.
The campaign demonstrated the value of combining long-term marketing strategy with distinctive creative execution. Across key art, social, digital, outdoor, CRM, platform marketing and promotional video, I helped build and maintain a cohesive Australian campaign presence for Yellowstone across the life of the series.
