Netflix
x Adobe
The Challenge
The Brand Agency was tasked with building excitement and anticipation around Netflix & Adobe’s “The Great Untold” partnership. The project featured a short film competition that gave aspiring filmmakers the opportunity to gain access to support & professional mentorship so that they could produce their dream films. The Brand Agency (TBA) was asked to spread awareness pre- and post-competition through Regional & National Media publications to inform readers about the competition and where to submit, as well as direct audiences to the winning films on Netflix’s YouTube channel once the contest wrapped.
data-driven results
OVER 800 MILLION MEDIA IMPRESSIONS & 580 MILLION SOCIAL MEDIA IMPRESSIONS
In order to build awareness surrounding the contest, our team reached out to Tier 1 media for national coverage as part of our Phase I. After headlines were secured in marquee publications like Fast Company and Forbes, our team targeted regional media where the contest would be specifically promoted on billboards and hyper local news. Our major media buckets were news, trade, entertainment and streaming editors. Once the competition wrapped, TBA encouraged the writers who had previously covered the news to complete the story arc they created for readers about the contest. Additionally, TBA targeted tier 1 Entertainment, Entertainment Trade, Lifestyle and Regional media with news of the films release.
Phase I of the project resulted in coverage from Fast Company, Forbes, Muse by Clio, Men’s Journal and OK! Magazine to name a few. Phase 3 of TBA’s PR efforts for Netflix + Adobe’s “The Great Untold resulted in features in CNN, Forbes, Entertainment Tonight and Deadline as well as targeted regional outlets including NBC News in North Carolina, and Alaska News Source.
