Turning title promo into cultural moments
Netflix
Lead Creative Producer
The challenge
Netflix UK’s social presence lacked a distinct identity, and was underperforming compared to its US counterpart. It needed a fresh, audience-first approach with a UK voice.
The insight
Audiences don't just want junkets and clips. They want real conversations they can be a part of.
My response
Built an audience-first strategy moving beyond promos. Using titles as platforms to spark real, culturally-relevant conversations
↳ Co-developed 360° campaign platforms for titles including One Day, Supacell and Adolescence
↳ Developed and oversaw a slate of original formats - deep-dive editorial, cast junkets & creator activations
↳ Created a strategic playbook to align all creative with the new editorial vision
One Day Campaign Results:
106M VIEWS
4.8M ENGAGEMENTS
*results include both originals and BAU content
*with originals consistently delivering above benchmark compared to BAU
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Ambika Mod and Leo Woodall Describe Their Perfect (One) Day
A title-first take on the classic junket -sparking fresh answers from the cast.
The Cast of One Day Takes on #BookTok’s Burning Questions
Engaging directly with an active and engaged #BookTok community - who love both the book and the show.
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Leo and Ambika reading One Day #ASMR
Leo Woodall reading romantic prose... Need I say more?
