The Brief
Develop a creative and social media strategy for Netflix’s Geeked channels to help it grow its follower base, activate fandoms, and create offline experiential event experiences for sci-fi, fantasy, and anime fans everywhere.
Strategy
Geeked’s social channels (IG/Tw/FB) were struggling to find a voice that defined the brand. It was stalling out their ability to grow. So we focused on ownable formats that fans wanted to engage with on all platforms. From images, memes, video formats— even live event coverage, our team set out to re-build the channel from scratch in order to immediately improve performance.
Results
Within the 1st month had already created some of the top-performing posts on the channel and within 60 days we were able to double the follower count organically.
The channel went from floundering account to Netflix’s fasting growing social media handle. After 12 months of managing the account we were able to grow the channel organically 5x from 60,000 followers to over 1 million
The Brief
My team was approached by Kellogg’s to re-imagine the voice and creative appeal of their top granola brand, Bear Naked, as their new social media agency of record. With the COVID-19 pandemic happening, the brand was looking for a full refresh of their organic and paid content – with a new strategy centered around more relatable and relatable humor that the target demographic sees on their feed.
Our team re-imagined the brand’s persona, image, and content from the ground up creating a new direction and launching on new platforms like Reels, and TikTok.
Strategy
Bear Naked’s biggest differentiator from other granola brands is it’s bear brand mark, aptly named Kevin. While competitors pushed the stereotypical granola lifestyle (hiking, surfing, being outdoors, etc.), Sid Lee focused on the ‘new normal’ of living and working from home during the COVID-19 pandemic. Positioning Kevin as an actual member of the community, with relatable thoughts, feelings, and activities, Sid Lee pushed the brand to speak to their audience of millennials and Gen Z’ers through memes, Stories, and fan community features that focused on putting a more humorous and relatable spin on life in quarantine.
Results
Bear Naked’s social pivot was an instant success with Sid Lee’s content refresh receiving the highest engagement and likes the brand has ever seen. After only one month, the brand saw their average engagement per post double in 2020, with exceptionally notable increases in reach and sharing. The social strategy was so successful that the Bear Naked team integrated our design approach and tone across their other marketing channels, including their seasonal broadcast campaign.
The Brief
Get people excited for the return of one of the biggest franchise sequel by creating a never before seen experience
Strategy
Lovers of Star Wars ourselves, we wanted to create some wish fulfillment for fans of the franchise and give them an opportunity to be inside the universe – choosing a side: the Resistance, or the First Order.
We created a booth at Comic-Con NYC to look just like a First Order starship that featured exclusive props from the film, but little did visitors know that we secretly chose one lucky fan and put them on a wanted poster with First Order searching for them.
Visitors had to choose if they wanted to give themselves up to the First Order or risk escaping with fellow Resistance fighters.
Results
Not only was the exhibit a huge success at Comic-Con, but the video released a week later reached a global audience, achieving over 2 million views in its first 24 hours creating more awareness than any live exhibit could.
The Brief
Nintendo was looking to target families for their summer Switch campaign and demonstrate that the system was built for family fun together, anytime, anywhere.
Strategy
We created a live experience at Universal Studio City Walk where families from all over the country were invited to hit Mario’s legendary “?” box to unlock a surprise game to be played by all. One hit would bring in a new Nintendo Switch game for the family to play together with enhancing elements like cheering crowds, shaking gaming, chairs and even some Shy Guy puppets to add to the experience.
Results
The live experience garnered over 100,00 impression at Universal Studios, with the video exceeding it exponentially. The video accumulated over 12 million views on YouTube with ~50% of the viewers watching all 120 seconds. The campaign had the highest performing demographic click-through rate in Nintendo’s history and beat the brand’s average completion rate percentage goals for 30-second spots despite being a 2-minute video.
The Brief
Develop engaging social content that will drive excitement and anticipation around the upcoming season of the Daredevil series
Strategy
Entertainment social content has long become predictable and boring: trailer, poster, GIF from the trailer, countdown video, repeat. With Daredevil, we wanted to explore new ways to excite fans around the third season of the show by experimenting with new social platform features and reusing marketing materials in imaginative pieces of content (read: not a GIF of the trailer).
Results
Fans and new audiences alike reacted positively to the social campaign with the creative earning blog posts and tweets over campaign assets. Denizen creative was posted on sites like Io9.com, Newsweek.com and the top post on the r/Daredevil subreddit – all off of social media content that is typically overlooked by fans.
The campaign brought new and veteran audiences to the new season driving some of the highest viewer rates for a third season.
The Brief
Disney wanted to show audiences that there was more adventure to be had in Wonderland, so we decided to take something everybody expects from movie marketing – a one-sheet poster – and transform it into something befittingly Mad.... with the Mad Hatter!
Strategy
What appeared to be a regular old one-sheet at first glance was really a live streaming video feed of Johnny Depp, in full costume and character, who came to life to surprise guests at Disneyland Resort. We custom-built the poster and developed our own communications system to make it happen and keep it magical.
Results
The video received over 13 million views in the first 48 hours and eventually went on to earn over 20 million views
The Brief
With little to no marketing budget, create awareness and drive tune-in to the newest vampire series on Netflix: V-Wars starring fan-favorite actor, Ian Somerhalder.
Strategy
With no show handle or media budget and no other internal marketing team working on the campaign, NetflixGeeked channels became the prime conversation driver for the series. With this in mind, we leveraged what we knew NetflixGeeked audiences wanted from content and the access they wanted to Ian, creating a breakthrough campaign with NetflixGeeked serving as the exclusive hub. We didn’t settle for press stills and traditional promo art – instead, we focused on real-time meme formats, interactive stunts between Ian and fans, and high-impact editorial video concepts because that’s what audiences care about most.
Results
The Denizen-led campaign was the 2nd largest fan acquisition spike of the year for NetflixGeeked social and garnered millions of views and engagements leading to the show performing amongst the Top 5 shows on-service in the USA, the UK, and numerous other global markets.
The Brief
Develop a social media strategy that will drive awareness and conversion for Gazelle.com
Strategy
Gazelle.com leveraged internal staff for creating social media content and conversion, but lacked an agency like Denizen that had a creative-driven approach to conversion advertising.
Denizen focused on developing thumb-stopping creative that visually grabbed audiences on social and connected the user to the consumer value of the brand.
With a small proof of concept budget, we created a social content strategy and tested with a small media buy to see if awareness and conversions would increase.
Results
Denizen’s creative proved effective by driving lower benchmark CPMs by 57% and increasing brand retention rates by 25% .
Denizen was also able to deliver a monthly average of 9.99x return on ad spend creating an over 20% decrease in CPA (cost per acquisition) – proving that Denizen can bring value not only to awareness campaigns, but conversions.
At Denizen I oversaw the creation of Netflix video formats including Talent Plays: Gaming. Where we had celebrities play video games on camera. The series created millions of views and was used regularly by Netflix’s YouTube and Instagram channels.
Disney asked Denizen to find a way to make a standard issue press-junket into a share-worthy event that could activate both journalists and film talent.
Idea
Ant Man offers deliciously simple creative parameters: big and small things. An Ames Room illusion, modified into a video-friendly photobooth experience, felt like the perfect fit: easily shared, highly visual, and mind-meltingly, size-hackingly engaging.
Results
The campaign was seen by millions on social channels including the front page of Reddit.com
The Brief
Develop engaging social content that will drive excitement and anticipation around the upcoming season of the Daredevil series
Strategy
Entertainment social content has long become predictable and boring: trailer, poster, GIF from the trailer, countdown video, repeat. With Daredevil, we wanted to explore new ways to excite fans around the third season of the show by experimenting with new Facebook features, using platforms in new ways, and reusing marketing materials in imaginative pieces of content (read: not a GIF of the trailer) all in effort to build excitement around the highly anticipated third season.
Results
Fans and new audiences alike reacted positively to the social campaign with the creative earning blog posts and tweets over campaign assets. Denizen creative was posted on sites like Io9.com, Newsweek.com and the top post on the r/Daredevil subreddit – all off of social media content that is typically overlooked by fans.
The Brief
Help Netflix develop a content strategy around Netflix events from show red carpet premieres to conventions and live events that effectively connects with audiences on Netflix’s owned social handles, drive awareness, and deliver ROI for social.
Strategy
Creating an engaging live event is one thing. Translating it online to benefit social editorial handles and create additional buzz online is another. I was brought in to help Netflix develop a content strategy that took live events from Netflix and translate them to compelling content for the editorial content that would lead to more engagement and followers.
Working with the events, social, and production teams at Netflix we develop a strategy for how the brand should cover fan activations. This strategy offered structure to create memorable experiences that could be executed at any event, ranging from Cons to red carpets. Through a nimble onsite video and photo coverage strategy, as well as engaging, real-time content formats, social editorial teams were able to get fans and core influencers closer than they’ve ever been to the titles and talent they love.
Results
We helped Netflix prove the value of creating memorable experiences at fan premieres and red carpet events – some of which trended on Twitter were featured in the likes of IGN and Nerdist. Events helped increase following on editorial channels leading to 50% increase in engagement and impressions during events, and are now a core component of Netflix’s ongoing publicity strategy
