Gabriel Durán

Now on Netflix - Earned Media

Every month, journalists write about what titles are coming and going on streaming services. Netflix was already getting attention but they wanted our help finding new ways to shape and drive coverage.

We drove an increase in pickup by changing how we told journalists about the new titles. First, we revamped the monthly media newsletter, creating new story angles for media with tips, features,  cheeky categories, and a weird, made-up intern.

Next, we created custom videos for outlets, working with their editorial teams to pick titles and groupings geared towards their audience, which were often accompanied by articles.

And we gave social media editors a new way to cover Netflix, designing “unboxing” games they could use for social video and interactive content. And again, it was all customized for their audiences (and didn’t cost Netflix a dime in media spend).

Examples of clue cards found in "Unboxing" boxes.

COMEDY DECISION TREE

Another fun piece of earned work we did was this flowchart to help Netflix promote its growing library of stand-up specials. This graphic drove coverage in dozens of articles in outlets like Bustle and IGN, and gave me an excuse to watch lots of John Mulaney at work. And, like everything else we did for Netflix, all the placements were earned.

My role: Copywriter

Team Credits:

Dan Hofstadter (CD), Francesca Greggs (Sr. Art Director), Ji Choi (Designer)