Canadians have great affection and curiosity for the royal family. Netflix decided to tap into this for the launch of The Crown, working with Hello! Canada and UM to juxtapose real-time editorial coverage with historical events from the series. The content team worked with the show producers, who gave them a synopsis of each episode before they were released on Netflix. Hello!’s team then took major themes within the series and created an editorial series that reflected the show’s timeline. In the end, the royal-specific content in Hello! saw a 375% longer average read time versus the digital benchmark.