Orange is the New Black
Netflix
Orange Is the New Black is a comedy-drama Netflix series which takes place in a women's prison. The story is based around Piper Chapman, a woman whose past history with a drug dealer (Alex Vause) eventually causes her to be sentenced to 15 months in prison.
The most viral video in Netflix’s history
To promote season 5 of OITNB we brought the most epic Mexican telenovela villain, Soraya Montenegro, to Litchfield. With her help, we earned more than 45MM organic views within the first 48 hours of the asset being released. Not to mention more than 175k shares and more than 30k comments on Facebook alone. This stunt also racked up impressive, earned media coverage by over 200 press outlets across the world.
International Women’s Day
For IWD in 2017, the team wanted to create an asset that celebrated women from Netflix original series. As the brand team was working on different engagement tactics focused on our series and consumers, we noticed there wasn't really a strong asset to lead the conversation.
While I was leading OITNB, I came up with an idea to use all our women in our original shows to showcase the power of our stories, our talent, and women.
Instead of just featuring our strong powerful women (we had recently launched #SheRules which was similar) we showed fans what would happen if their favorite characters were not a part of their show with the hopes of highlighting the importance of women’s stories through our series.
This asset was used across the globe on all brand channels and generated not only amazing results in terms of views, reactions, and shares but also significant amounts of earned media across the globe.