Tiger King
Working together with Netflix to tame the wild beast that is Tiger King taught us two things:
1. Entertainment marketing was shifting before our eyes from pre-launch hype to real time engagement.
2. Never underestimate a documentary when the focal character’s name is Joe Exotic.
With Giphy Stickers reaching over 500,000 views in the first HOUR of being live, to a custom Twitter hashtag emoji that earned 6.5 BILLION impressions during its 2-week lifespan, to creative that was used by A-List celebrities including Kim Kardashian, this Tiger could not be tamed.
Role: Sr. Creative Producer in charge of leading brainstorms, writing concepts and fleshing out ideas, pitching ideas to client, storyboarding video concepts, managing designer/animator requests and time, reviewing and delivering final creative to accounts, deciphering and relaying creative feedback.
Be Proactive
Before the release of Tiger King, my team and I went to work on how to properly spread the word on this masterpiece. After a decked out influencer screening was thwarted by Covid-19, we went back to the drawing board and released Corona-safe GIFs and Giphy stickers that were released in tandem with the show.
Be Apart Of The Community
Following the immediate success of Tiger King after its launch, we were tasked with evolving the hype by arming users with endless amounts of GIFs, stickers, hashtag icons, and ramping up our community management to directly connect with influencers, celebrities, and fans alike.
Provide Value
It was important for us to give the audiences more of what they craved. Editing together jail footage from Joe Exotic, creating promotional material for Joel McHale’s follow-up Netflix special, and continuing to GIF fan-favorite moments helped us solidify Tiger King as one of Netflix’s most popular documentaries.
