Netflix
Developed a unique way to promote a documentary by authentically extending its cultural relevance
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Knock Down
the House
Launched Netflix Originals’ Knock Down The House, a documentary that follows four determined women featuring Alexandria Ocasio-Cortez in their race for congress, through a national activation.
Objectives:
I
Create a culturally relevant moment to spark national conversation
II
Reach a broad millennial audience, focusing on politically-engaged women
III
Link the activation to the timeless human stories at the heart of the documentary
Enlisted local fashion-duo Bronx Native to design a limited-edition t-shirt that celebrates the inspirational women in the film, managing all aspects of the partnership and contract between Netflix & Bronx Native.
Led all creative and production conversations with a local vendor to create custom VIP mailer boxes within a dedicated timeline of one (1) week.
In an effort to power the conversation around the Knock Down the House narrative, we amplified the campaign through influencer and celebrity seeding to garner coverage across social media and press.
Tapped a list of movement makers with a connection to AOC, The Bronx or who are typically outspoken on social when it comes to female empowerment and/or women in politics, inviting them to join our movement.
This Project Exemplifies
Creating an in-culture moment to launch a documentary film
(with a tight turnaround!)
What We Did
Within a three week turnaround, Mission sourced a partnership with Bronx Native, as well as produced the t-shirts and handled creative.
In addition, we developed a robust amplification plan with PR and influencers,through organic seeding only.
Wy It Mattered
Secured over 30M media impressions and drove over 38+ organic influencer posts, wearing the t-shirts .