Consulting/ Social media strategy/ Creative direction
THE CHALLENGE
Social Media Marketing agency Social Life was appointed by Netflix to create a game-changing social media campaign to launch ‘Top Boy’ to a global audience.
A social campaign that achieves Netflix’s objective of establishing the forthcoming season as new Netflix property, that is completely accessible to a new fanbase while satisfying fans of the original seasons.
Given the show is very UK/London-centric, a key element of the brief is to showcase UK culture and connect it to non-UK audiences.
Our STRATEGY + Work
Forward Slash was commissioned by Social Life to collaborate on creative direction and lead on ensuring the ideas, strategy and content across the campaign remains in-line with the tone of the show, are accurate in depiction and culturally authentic.
Forward Slash’s approach focuses on harnessing the following to deliver a standout social campaign.
Cultural sensibility
Cultural sensitivity
Character-audience connection
Actor-audience connection
The universality of show themes
Fresh ideas for content creation.
the impact + REACH
Gained 203.1k followers across all social media platforms between prelaunch to the end of the campaign
A reach of 575.2m across Twitter with 988.6m impressions from 200k mentions by more than 170k users during the campaign
Top four most engaged hashtags were #topboy, #topboynetflix followed by #alwayswinning and #netflix
Re-commissioned for a second season on Netflix