Campaigns

Matlock Launch

When it came to looking at the big picture for the launch of CBS’s new Matlock series, it came down to one name— Kathy Bates.

We knew that Matlock showed her at her best in decades, though we were acutely aware that audiences might stray away from the show, fearing it was a reboot of the original. So we hinged our campaign around a twist that takes place at the end of the pilot, showcasing that Kathy’s character, Matlock, is, in fact, a liar like none other. We carried this messaging, as well as messaging about keeping the twist a secret for those who hadn’t watched the show, throughout our launch marketing. All of this effort led Matlock to be CBS’s most-watched non-post-Super Bowl series premiere in over five years.

Kathy’s performance was lauded, earning her multiple nominations for her character, including for a Golden Globe and Emmy Award.

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 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 the 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.

Sending James Corden Off with a BANG!

With only a few weeks left until the final broadcast of James Corden’s The Late Late Show, we decided to put together a TikTok livestream with one minute from every single one of the 1,200 episodes aired across the years.

I produced and edited the entire livestream, collaborating with the Executive Producers of The Late Late Show to curate which one-minute snippets we wanted to highlight over the full 21-hour-long stream.

This led to earned media, and sent James off in a way that was interactive and exciting!

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 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!