Bridgerton is taking up space
This launch is a total vibe and I’m here for it!! Netflix (I’m assuming it’s Netflix but it does scream Shondaland) have absolutely nailed the launch of Season 3 and in between all of the fan girling, I wondered, will we ever see this level of support behind an Australian series?
The marketing strategy is pure perfection - create a pop culture moment, invite all of the influencers, compliment the real world experience with a solid stream of content and release a bespoke TikTok filter!!
Let’s talk about the real life, in person, actual event! This is something other industries do often and well. The launch of a new credit card - LAUNCH PARTY. The launch of a new drill - LAUNCH PARTY. The launch of the dullest product ever - LAUNCH PARTY! While we are starting to see the streamers embrace the art of the red carpet and premiere screenings, these events are few and far between and usually lack one important aspect - influencers. If you had an event and an influencer didn’t post about it, did it even happen? Why is this important? The more influencers post about ‘being somewhere’ the more it creates a moment. Because if every influencer is there it must be good, right?
Next is the constant stream of high quality, engaging never before seen content that accompanied the series launch. A frequent mistake is posting a killer trailer of your project thinking your job is done. In this world of disposable content, once you’ve viewed something once, the second it tries to pop up on your feed again you’ve swiped by. A stream of original content and a mix of behind the scenes, Q&A’s, sneak peaks, snippets from the series as well as red carpet content was the perfect mix.
And lastly, their TikTok game was strong. A stand alone Bridgerton page, a click through to view option, a game and a bespoke filter meant they were literally all over TikTok but gave viewers an easy CTA, without skipping a beat you could view it on your phone. In this attention economy this truly is key.
I could write an entire thesis on this campaign and there’s so much to learn from it. The Australian screen industry could really take a leaf or two from the book of Bridgerton and Lady Whistledown.
