case study:
BETWEEN THE LINES
CASE STUDY: BETWEEN THE LINES
Between the Lines is a nonprofit dedicated to reducing recidivism and restoring humanity to the incarcerated population. Founded in 2017, the organization combines mentorship, educational programs, reintegration services, and raw storytelling — bringing powerful interviews from inside prison walls directly to the outside world. Their mission: build bridges through truth, connection, and opportunity.
CASE STUDY:
BETWEEN THE LINES
Between the Lines is a nonprofit dedicated to reducing recidivism and restoring humanity to the incarcerated population. Founded in 2017, the organization combines mentorship, educational programs, reintegration services, and raw storytelling — bringing powerful interviews from inside prison walls directly to the outside world. Their mission: build bridges through truth, connection, and opportunity.
THE CHALLENGE
When Between the Lines reached out in July 2024, they already had a compelling mission — but no consistent content system to match it.
Instagram had taken off organically (~125K followers), but it was driven by sporadic viral clips, not a consistent content strategy.
YouTube had been inactive for 4 years, with just 750 subscribers and no long-form uploads since 2020.
TikTok didn’t exist yet.
They had powerful footage from years of prison visits, but it was unorganized, under-leveraged, and missing the structure to scale. Most interviews were short, surface-level, and lacked the depth needed to fully resonate with the audience — or to trigger long-form growth on YouTube.
THE CHALLENGE
When Between the Lines reached out in July 2024, they already had a compelling mission — but no consistent content system to match it.
Instagram had taken off organically (~125K followers), but it was driven by sporadic viral clips, not a consistent content strategy.
YouTube had been inactive for 4 years, with just 750 subscribers and no long-form uploads since 2020.
TikTok didn’t exist yet.
They had powerful footage from years of prison visits, but it was unorganized, under-leveraged, and missing the structure to scale. Most interviews were short, surface-level, and lacked the depth needed to fully resonate with the audience — or to trigger long-form growth on YouTube.
THE STRATEGY
This project was built on collaboration — but we didn’t just bring in a camera or post a few clips. We brought a system.
-
Built the Foundation
We reviewed and organized over seven years of archived footage, identifying the most powerful, story-driven interviews to relaunch the YouTube channel with purpose. -
Raised the Standard
We coached the founders on how to deepen their interviews — helping them ask better questions, dig into harder truths, and hold space for longer, more transformative conversations. We also educated them on YouTube’s monetization strategy (i.e. hitting 8+ minutes), so the mission could support itself over time. -
Launched With Impact
On July 31, 2024, we dropped the first video under the new strategy. It pulled in 206,732 views and immediately pushed the channel over the monetization threshold. -
Built a Full-Funnel Content System
From long-form videos on YouTube to short-form cutdowns on TikTok, Instagram, and Facebook — every piece was crafted to build an audience, fuel the mission, and generate real revenue. The content now moves with intention, across every major platform.
THE STRATEGY
This project was built on collaboration — but we didn’t just bring in a camera or post a few clips. We brought a system.
-
Built the Foundation
We reviewed and organized over seven years of archived footage, identifying the most powerful, story-driven interviews to relaunch the YouTube channel with purpose. -
Raised the Standard
We coached the founders on how to deepen their interviews — helping them ask better questions, dig into harder truths, and hold space for longer, more transformative conversations. We also educated them on YouTube’s monetization strategy (i.e. hitting 8+ minutes), so the mission could support itself over time. -
Launched With Impact
On July 31, 2024, we dropped the first video under the new strategy. It pulled in 206,732 views and immediately pushed the channel over the monetization threshold. -
Built a Full-Funnel Content System
From long-form videos on YouTube to short-form cutdowns on TikTok, Instagram, and Facebook — every piece was crafted to build an audience, fuel the mission, and generate real revenue. The content now moves with intention, across every major platform.
THE RESULTS
In less than 12 months, the growth has been staggering:
YouTube:
- Current Subscribers: 57,600
- Views (last 12 months): 9,508,000
- Watch Time: 578,703 hours
TikTok:
- Current Followers: 61,273
- Recent Growth (last 90 days):
- +44,736 followers
- 11.1M video views
- 549K likes
- 170K profile visits
Instagram:
- Current Followers: 258,812
- Impressions (last 12 months): 33.96 million
Facebook:
- Current Followers: 134,000
- Engagement continues to rise weekly
THE RESULTS
In less than 12 months, the growth has been staggering:
YouTube:
- Current Subscribers: 57,600
- Views (last 12 months): 9,508,000
- Watch Time: 578,703 hours
TikTok:
- Current Followers: 61,273
- Recent Growth (last 90 days):
- +44,736 followers
- 11.1M video views
- 549K likes
- 170K profile visits
Instagram:
- Current Followers: 258,812
- Impressions (last 12 months): 33.96 million
Facebook:
- Current Followers: 134,000
- Engagement continues to rise weekly
THE TRANSFORMATION
This wasn’t just about going viral — it was about building something that lasts.
The Breakout Lab helped bring strategy, structure, and execution to a vision that had been in motion since 2017. From content systems to storytelling depth to monetization mechanics, we played a key role in transforming a raw archive of footage into a full-blown media engine.
The results speak for themselves — and the mission is just getting started.
THE TRANSFORMATION
This wasn’t just about going viral — it was about building something that lasts.
The Breakout Lab helped bring strategy, structure, and execution to a vision that had been in motion since 2017. From content systems to storytelling depth to monetization mechanics, we played a key role in transforming a raw archive of footage into a full-blown media engine.
The results speak for themselves — and the mission is just getting started.
CONTENT HIGHLIGHTS FROM BTL
Man Serving 3 Life Sentences Plus 106 Years
YouTube Analytics
Release Date: December 23, 2024
Views: 3,456,446 (As of June 16, 2025)
Watch time: 235,295 hours
Gained Subscribers: 16.3K
This conversation with Kobe became our most viral video yet.
It’s part of our Live from the Yard series — where we take you inside the walls, straight into the stories of the incarcerated. No scripts. No filters. Just real people, sharing what the world was never supposed to hear. This is the kind of storytelling that doesn’t just get views — it makes you feel something.
He Spent 32 Years in Solitary Confinement—
This Is His Story
YouTube Analytics
Release Date: February 10, 2025
Views: 603,341 (As of June 16, 2025)
Watch time: 90.9K hours
Gained Subscribers: 4.4K
We launched a podcast that goes deeper than surface-level interviews — this is where stories from behind the walls get the space they deserve. In each episode, we sit down with the incarcerated to unpack their childhood, their turning points, and the path that led them here. This conversation with Mark “Turtle” Quiroz stopped people in their tracks — he spent 32 years in solitary confinement, and what he shares is something you’ll never forget.
CONTENT HIGHLIGHTS
FROM BTL
Man Serving 3 Life Sentences
Plus 106 Years
YouTube Analytics
Release Date: Dec 23, 2024
Views: 3,456,446
Watch time: 235,295 hours
Gained Subscribers: 16.3K
(As of 6/16/25)
This conversation with Kobe became our most viral video yet.
It’s part of our Live from the Yard series — where we take you inside the walls, straight into the stories of the incarcerated. No scripts. No filters. Just real people, sharing what the world was never supposed to hear. This is the kind of storytelling that doesn’t just get views — it makes you feel something.
He Spent 32 Years
in Solitary Confinement—
This Is His Story
YouTube Analytics
Release Date: Feb 10, 2025
Views: 603,341
Watch time: 90.9K hours
Gained Subscribers: 4.4K
(As of June 16, 2025)
We launched a podcast that goes deeper than surface-level interviews — this is where stories from behind the walls get the space they deserve. In each episode, we sit down with the incarcerated to unpack their childhood, their turning points, and the path that led them here. This conversation with Mark “Turtle” Quiroz stopped people in their tracks — he spent 32 years in solitary confinement, and what he shares is something you’ll never forget.
