Netflix:
Editorial Strategy For Original Films

CONTEXT

In January 2020, Netflix asked OAS to develop an editorial content strategy and franchise slate to promote their original film vertical (@NetflixFilm) on YouTube, Twitter and Instagram, with the objective of growing their social following by 250% by end of year.

In collaboration with creative agency C47, I was brought on board to lead strategy for the project, developing the overarching editorial positioning, framework and programming calendar for Netflix Film.

In addition to the high-level content strategy, we also created 10 original editorial franchises for NetflixFilm that are uniquely ownable by the brand, such as ‘Undercovered' a YouTube video series featuring fan theories of Netflix Films or 'Move Cookie,' an IGTV video series featuring cookies made by baking influencer Lindsay Gazel based on Netflix Films [1]. We went on to produce several of these franchises for Netflix, including Emerging Artists and Movie Cookie.

With a spend of over $17bn on original content, exclusive film titles are a key part of the business’ growth roadmap and brand strategy to shift perception of the business from streaming service to entertainment company.

RESULTS

• Created a mission statement and brand point of view for Netflix Film, synthesizing existing strategy work done by the internal team.
• Laddered Netflix Film’s editorial content direction back to the brand’s overarching strategy and global values.
• Built a programming framework, enabling the team to evaluate content ideas across seven levers, in order to ensure the pipeline holistically addressed business and creative needs.
• Delivered 10 editorial franchises unique to Netflix with franchise concept, graphic identity, episode storyboards, talent recommendations, art direction and production cost estimates.
• Produced and publish key stories for NetflixFilm, owning the amplification and distribution planning portion of every production.
• Owned post-mortem reporting for Netflix on every production, with performance insights and notes around systematizing future productions to streamline content operations.