As the campaign progressed, we emphasized the deeper message of the film and its role as a metaphor for climate change. Together with Netflix’s sustainability team and their partners at Count Us In, our goal was to produce content to drive viewers to their microsite which served as their climate action platform. Our sustainability creatives broke through everyday, online noise and focused on the facts of climate change, while still balancing the film’s relatability. Helping amplify our reach, we created content specifically for Leonardo DiCaprio’s social pages to help spread the word. As the majority of our content debuted post-release, our goal was to maintain conversation and stay top of mind on socials.
With a film as tonally distinct as Don’t Look Up, crafting a social voice that aligned was key. We developed a voice that embodied the millennial wit while not fully leaning into doomsday language. We interacted with a variety of Netflix E&P channels, as they provided constant support and content surrounding the film, helping us maintain excitement throughout the release window.
We also found success tapping into the existing, passionate fan bases of our dazzling stars, such as Ariana Grande and Timothée Chalamet, and capitalizing on their excitement proved beneficial. This paid dividends when we tapped into the cultural zeitgeist for large campaign beats such as Ariana Grande and Kid Cudi’s performance on The Voice Finale.