A social campaign showcasing the stars and style of a reality competition series determining the next big name in the fashion industry.
Netflix partnered with Digital Media Management (DMM) for Next in Fashion’s grand entrance down the social runway. We aimed to highlight our hosts, Tan France and Alexa Chung, uplift our winner Minju Kim, position ourselves as a fashion authority, and highlight all our designers and their creations.
DMM elevated Netflix’s fashion competition series by producing multiple stylized videos and assets to showcase Tan and Alexa’s chemistry, emphasize the mind-blowing fashion, and exude the warmth and talent of Minju Kim, the season’s winning designer. Through the efforts of our platform, creative, and video production teams we activated fans of fashion to stream the series and serviced talent’s existing fans via targeted content. From production to posting, DMM managed the development and distribution of talent-led videos, which invited fans into the world of high-fashion through bespoke creative, supercut videos, and buzzy reactive content. Our engagement strategy focused on cultivating a bond between talent and fans. By frequently jumping into a conversation on our talent’s pages with responses reflective of the series’ wholesome and positive tone, DMM humanized Next In Fashion, making it feel more community-based.
Next In Fashion’s social campaign elicited over 150K total followers, 439K video views, and 345K engagements. Our robust video strategy, responsive concepts, and distinct social voice earned rapid social growth and sparked conversation.
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