Netflix Multicultural Campaign: BET Awards (June 25, 2017)

My Role: Sr. Manager, Global Creative Marketing

Opportunity: With Netflix now boasting a robust slate of content featuring African American characters, we saw an opportunity to speak to this underserved US audience for the first time, using our content as our mouthpiece. As the first beat of a long-term multi-cultural campaign in our US Market, we produced a highly-targeted Netflix content-first brand campaign to run on Broadcast and social platforms during the 2017 BET awards.

Goals & Strategy: 

• Speak to the Black US audience in an authentic and direct way using our Netflix content and characters.

• Spark a social conversation within the Black community that raises awareness of our service as a content destination with strong Black representation.

Netflix UK Young Females Campaign (April, 2017)

My Role: Sr. Manager, Global Creative Marketing

Opportunity: Noticing a membership gap in females aged 13-24 in the UK, we decided to take advantage of the Easter week - a time in which many young people are traveling for Spring Break, have more leisure time, and spend more time on social media - to produce a 360 content-first brand campaign in the UK to speak to this audience using highly-targeted content.

Goals & Strategy: 

• Build a 360 content-first brand campaign to reach UK young females during the week leading up to the Easter/Spring Break holiday.

• Build a highly targeted and engaging social reach, using titles exclusive to Netflix in the UK that skew to this audience and age group.

• Create stronger brand awareness and brand love among UK-based females (to eventually drive long-term acquisition with this audience).

• Speak to this audience in an authentic and empowering way using strong, unique, "real" characters in our content to which they could relate.