The first step was to prioritize titles, categorizing owned titles into three main categories based on social audience size, content performance, and revenue earned. This allowed the team to focus on the top and middle performing titles which showed the most promise.
- Top-performers: Popular titles that had large audiences who were actively engaging with shared content and continuously drove high volumes of revenue.
- Middle-performers: Titles with medium-sized social followings that were currently dormant, but showed signs of life.
- Low-performers: Dormant titles with weak social followings that had been dormant social channels for long periods of time.
Content Creation matrix
After identifying the titles which would yield the largest impact, we developed a content creation matrix that could be deployed across all high-priority titles to streamline the process and ensure each piece of content was providing the most value.
This workflow was centered around four main considerations:
- First, identifying a relevant cultural moment.
- Second, correlating the cultural moment to a relevant Fox property.
- Third, leveraging a powerful social platform.
- Fourth, identifying KPIs.
Netflix needed a high energy social campaign that authentically tapped into the show’s over-the-top characters and brought their wrestling personas to life.
Infusing 1980s nostalgia into every piece of content, this three-month social campaign kicked off with a teaser trailer that put our audience down for the count. From launching new social channels to custom microsite's and an interactive 1-800 number, this campaign put viewers in a chokehold.