Case study · Service95
Dua Lipa Spends A Day At Jacquemus HQ · Service95 · Clips shown without sound
Taking Dua Lipa beyond the music
We built the YouTube strategy for Service95, Dua Lipa’s culture platform: a plan to turn one of the most famous artists in the world into a channel people watch for her taste, her curiosity and her life off stage.
Dua Lipa already has 100 million followers. Attention was never the problem. The job was giving people a reason to keep watching.
The brief
Service95 is Dua Lipa’s culture platform. It started as a newsletter and grew into a book club, a podcast and a home for the things she loves: books, fashion, food, travel and the people behind them.
The brief was harder than getting views. Build Service95 into a YouTube channel that stands on its own as a serious editorial brand, not a celebrity’s content arm, and show a side of Dua that people don’t get to see on stage.
The opportunity
Fans know Dua the pop star. They see the stage, the music videos and the red carpets. What they rarely see is everything around it: the people she learns from, the designers she’s friends with, the books that shape her and the life that happens backstage.
That gap is where we built the strategy. Not more Dua Lipa content, but a different Dua Lipa: curious, behind the scenes and in the room with the most interesting people in culture.
Dua Lipa’s following across social. The reach was already there. The channel needed a reason to watch.
What we built
We audited the channel, then built a complete strategy from scratch. Five parts, each with a clear job.
A full channel audit
We went through every video: what people clicked, what they watched and where they dropped off. The data showed which ideas had real pull, and which were only working because of Dua’s name.
Three content pillars
We built the channel around three pillars, so every video has a job and viewers know what they’re coming back for, from behind-the-scenes access like the Jacquemus visit to long conversations like the Book Club.
Thumbnails and branding
We redesigned the thumbnails and the look of the channel: clean, bold and instantly recognisable as Service95, built to make someone curious in half a second.
Titles across the library
We reworked titles across the channel so each video promises something clear, specific and worth clicking, without losing the editorial tone.
A pitch process for every idea
A simple framework the team uses to test every future idea before it’s made. Is there a story? Is there a reason to click? Does it show a side of Dua people haven’t seen?
The results
The videos built on the strategy consistently outperformed the channel average. Dua Lipa Spends A Day At Jacquemus HQ passed 100,000 views and became one of the channel’s best performing pieces.
Since then, the channel has had videos reach hundreds of thousands of views. A recent Service95 Book Club episode, with author Kaveh Akbar, has passed 378,000 views.
Martyr!: Dua & Kaveh Akbar On Addiction, Art & Exile
378Kviews · Service95 Book Club
Dua Lipa Spends A Day At Jacquemus HQ
100K+views · Service95
Why it matters for brands
Fame gets the first click. A clear format gets the second, and the tenth. That applies to any brand with a big name and an audience it wants to keep.
Famous isn’t a format
A big name gets people through the door. What keeps them is a format they want to come back to.
Show the other side
Audiences want access. Behind the scenes is where talent becomes relatable, and where brands fit in naturally.
Own the channel
Followers on social are rented. A YouTube channel with a clear identity is an asset that keeps working for years.
Strategy before spend
Knowing what to make, and why, is what turns production budget into a channel that actually grows.
What we did
Service95 produces its videos in house. Advertain built the strategy, formats and packaging behind them.
Found beyond the music
When someone asks an AI assistant about Dua Lipa’s taste in books, fashion or culture, it looks for detailed, trusted sources. Long-form Service95 episodes with clear titles, chapters and full transcripts give it exactly that, so the answers point back to Service95.
How we make brands the answer →