01 — Know Your Audience
Our social media agency team in Los Angeles launched and runs the @NetflixFilm social accounts.
The overarching goal was to raise the perception of Netflix Original movies while bringing credibility to Netflix Film as a brand. We developed a voice for the pages that was elevated yet approachable, making sure we were always bringing a strong point of view to films that we were talking about. Three months after launching Netflix Film on Twitter, we created a strategy to launch Instagram as well. Our main objective with Instagram was to build follower growth. We approached this by developing repeatable content series that would establish familiarity, while at the same time allowing us to bring creativity and build a voice and tone for the page.
I feel like you'd love Once Upon Time in America. It's 3 hours and 49 minutes, which is exactly how long it took me to read this text.
— NetflixFilm (@NetflixFilm) January 25, 2019
I've got lots of favorites, so here's a list organized by country!
🇮🇪 Song of the Sea
🇬🇧 Chicken Run
🇫🇷 April and the Extraordinary World
🇯🇵 Mary and the Witch's Flower
🇺🇸 The Iron Giant
— NetflixFilm (@NetflixFilm) November 16, 2018
02 — Friday Film Recs
When it comes to Netflix, the service offers so much that sometimes it can feel overwhelming to pick the best title. With Friday Film Recommendations, we were able to alleviate this problem while at the same time engaging with and building trust with our audience by giving film recommendations to our audience based on what they Tweet at us every Friday afternoon. Creating a recurring activation helped us build our following and ensured that people would return to the pages each week to engage with the account. We now have thousands of people engage with us each week asking for recommendations and have even brought celebrities and critics into the program through Friday Film Recs Twitter takeovers.
HAPPY FRIDAY, ALL. Who's looking for something great to watch this weekend? Reply to me with what you're looking for and I'll recommend the perfect film! 📽️🔮✨
— NetflixFilm (@NetflixFilm) April 5, 2019
03 — Getting Talent Involved
We have helped to make @NetflixFilm internet famous
A key piece of building authenticity and industry cred for our social channels was to ensure that we had tastemakers both those in front and behind the camera following and engaging with us. Not only has that happened, but a few of those interactions became major viral moments launching the handle into the center of internet culture.
04 — And the oscar goes to…
Netflix Film has been successful in changing the way people perceive Netflix Original movies. In conjunction with films like ROMA, Buster Scruggs, and Bird Box, our social presence has been pivotal in helping position Netflix as a major player in the film space. After the awards success of ROMA, we have broadened our scope to embrace everyone who loves film. The goal has shifted to create a space for people to celebrate great movies and talk about every genre of cinema in a relevant and engaging way.
Movement Strategy is a social media and digital marketing agency for leading entertainment & sports, lifestyle & ecommerce, and food & beverage brands.
© Movement Strategy 2019
© Movement Strategy 2019