Top Boy (Season 2)

SOCIAL / STRATEGY / BRANDING / ACCOUNT & COMMUNITY MANAGEMENT / CONTENT PRODUCTION / LIVE REPORTAGE

THE CHALLENGE

In 2022, there's no bigger show in UK Black British culture than Top Boy. With hype for the second Netflix series at an all-time high, we were approached by Netflix to run the social campaign for S2.

So how do you make something loved, become even more loved?

our STRATEGY + WORK

Led by our senior leadership team, we provided Netflix with the cultural and social know-how that made S2's release a hit online.

Our work was rooted in the planning of content and social media strategy, along with its execution. From the start, we knew to keep the fans and the community at the heart of our strategy. This informed the cross-platform experience we created (Facebook, Instagram, Twitter) - from the topics we chose to cover, assets created and and the timing of rollout.

We devised content strands to highlight talent, both on and off the screen. Creating content was key, whether that was reviewing BTS footage captured on-set or choosing the best bits from S2 to light up socials. Our in-house design team created a host of static and motion assets throughout the campaign.

We created a clear approach to copywriting that was specific to Top Boy, opting for a tone of voice on Top Boy's socials that further solidified the show as a powerful piece of entertainment.

We operated the three Top Boy Netflix accounts (Facebook, Instagram, Twitter) throughout the campaign, managing the scheduling and posting of posts.

A key feature of our day-to-day work lay in social listening and community management. S2 sparked a seemingly endless amount of conversation, debate, fan art and viral sketches - we made sure to see them all, and our reactive content was informed by the ever-present dialogue.

Other responsibilities on this campaign included live coverage at events (Top Boy Live and the S2 Launch/Premiere).