Campaigns and Caught Moments
Academy Awards Campaign
The social strategy for Netflix’s 2022 Awards films was this— it’s not a sprint, it’s a marathon. From late 2021 until the morning of the Academy Awards, our team kept the conversation of our nominated films going. Throughout this period, we executed numerous social campaigns, from video series’ to behind-the-scenes releases, all with the objective of keeping our films in the running. Personally, I meticulously planned the creation and rollout of the day-to-day content, as well as post-awards strategy. Most notably, I collaborated with Jane Campion herself on a fun and pithy social take on THE POWER OF THE DOG… a competition to see what Bronco Henry really looks like.
Cultural Tentpoles
At NetflixFilm we want to focus on highlighting our minority talent and talent that our audience may not be familiar with. Each month, we’ve aimed to center our content around tentpoles such as Black History Month, AAPI Month, and Women’s History Month. Each month, we have collaborated with an outside artist that is part of each individual community to create individual film recommendation lists.
Let’s Have a Conversation
One of the unique challenges of creating and curating content is staying on top of the current social pulse… even when it doesn’t feature films in general. I have been able to create a few formats that enter NetflixFilm into a conversation that might only seem tangential at best. By bringing in these repeatable formats, our audience knows that we can reach them through multiple different avenues, and that we’re passionate about what they’re passionate about. Some ways have been through iconic lines, cinematography, or recommendation lists.
Reactive
Not every viral post we have is planned days or months in advance. Some of the most important moments in social come when the iron is hot. It’s important to us that we find ways to react to the most viral moments in our very own voice. Sometimes a film might gain unexpected traction, other times a musician might have a huge announcement aligning with one of our releases. We stay on our toes!
