We worked with our partners at Netflix to develop an integrated campaign for the launch of 13 Reasons Why. Our strategic vision was to tell a story that complimented the source material and felt relatable to our mobile-savvy target audience. As fans of the best-selling novel ourselves, we used our fan-first approach to excite book fans by bringing the mystery of the story to life.
We designed a campaign that introduced the reasons and our fated heroine and across several mediums, from trailers to community management. With a subject matter that is both immediate and far-reaching, 13 Reasons Why isn't your average series about teenagers. Our young audience communicates through social media, and our social responsibility as marketers of the series stretches beyond managing a campaign. In addition to our promotional campaign, we developed tools and teams to monitor conversations across all platforms.
With our partners at Netflix and the cast and crew of the series, we have been able to honor the source material while engaging young people in a conversation about some of today's most important subjects.
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