The main reason why Netflix’s marketing is so reliably intriguing is because they’re trying to solve a thoroughly modern problem: how do you sell people without ever making them feel like they’re making a conscious decision to buy in? After all, the platform’s whole deal is that it’s a universe of entertainment on your terms - they’ll never ask you to buy a ticket or show up at a certain time. As a result, their marketing tends to be laser-focused on one goal - staying at the top of your mind.
For The Haunting of Hill House, the platform’s first foray into horror, we did this by replicating the show’s uniquely high-end tone anywhere we saw an opportunity to do so on the internet. My favorite element was the Reddit part, where we took unused material from the show bible and turned it into stories for /r/nosleep; out of every campaign I’ve ever tried to run on Reddit, those stories got far and away the best reception, and that includes the thing I did for a movie where we reshot the trailer with cats.
AWARDS
11th Annual Shorty Awards, Gold Shorty award winner, Television
11th Annual Shorty Awards, Finalist, Reddit
Services: Comms strategy, campaign strategy, creative strategy, research, deck narrative, scriptwriting, copywriting for social assets, handbook writing