Netflix Unscripted Marketing
In November 2018, Whitney moved to LA to join the Unscripted marketing team at Netflix. In this role, she developed and executed full 360 marketing campaigns for Netflix’s original reality programming. Some of her most notable campaigns were Rhythm + Flow and Styling Hollywood. Here are some highlights for this role:
Whitney led the social media strategy and campaign for Netflix’s first batch released competition series, Rhythm + Flow
She worked with x-functional partners to produce three high-level talent led marketing shoots
Produced over 25 dynamic, platform-first AV assets
Launched 23 titles, working closely with the product team
Launched and curated a brand community on social media, dedicated to our food reality programming
Case Study
PROBLEM: Whitney’s role on the R+F campaign was to lead social media strategy, social media video assets and production of the marketing shoots. When it came to the social media strategy, the biggest concerns were:
1. The social media pages had been dormant for months, it’s possible fans forgot about the show and engagement would presumably be very low once we started posting again.
2. This was Netflix’s first hip hop competition, how could real Hip Hop fans know it was the real deal?
SOLUTION: Whitney knew the best way to spark the flame on chatter about the show was leaning heavily on its judges: Chance the Rapper, Cardi B and T.I. As luck would have it, Cardi B was headlining the Made in America festival just 6 weeks before the series was launching. So, working with publicity, marketing creative, and Cardi B’s talent; Whitney came up with the idea to debut the series teaser at the beginning of her set at the festival. This was also a concert that attracted a large amount of hip hop fans, so this would be great visibility among that audience. Once the teaser dropped at the festival, Whitney worked with talent to push it out on their social media pages the following morning. This led to a surge in new fans, earned media and online chatter.
But, how to keep all those new fans engaged? Whitney led the voice/tone and content exploration that was informed by audience research and competitor analysis. The strategy was simple: To appeal to hip-hop fans, be a hip-hop fan.
When the R+F pages re-launched in September 2019, there were 50K fans, by the end of November (just in time for the finale) the community had grown to over 400K. Rhythm + Flow represented one of the fastest growing communities in Netflix’s unscripted catalog.
