The challenge: Build brand advocacy among pre-existing subscribers.

The solution: I led an around-the-clock newsroom of designers, producers, and social creatives across both always-on and campaign work-streams to produce platform-first content that went big on relatability and community, specifically tapping into Britishness to set @NetflixUK apart from the other regional accounts.

The results: Harnessing a ‘superfan of superfans’ tone of voice that spoke truly authentically to each platform’s core audiences, the account saw one of its biggest growth periods to date — notably Instagram followers increased by 300k+ in my first 5 months on the account.