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The Kominsky Method – Season 1

Overview

Digital Media Management partnered with Netflix as the social media agency on the first season of the award-winning series, The Kominsky Method, starring Michael Douglas and Alan Arkin. We set out to create a strong social and creative campaign that would showcase the prestige casting and writing, while simultaneously building a loyal and engaged fanbase across all social platforms.

Objectives

DMM was tasked with establishing a social media strategy and presence for The Kominsky Method on Facebook, while creating a sophisticated and premium approach to content that kept Michael Douglas and Alan Arkin at the forefront. Additionally, we developed a unique tone and voice for the campaign that would resonate with an older, and often overlooked, audience. By capitalizing on our talent’s star power and identifying key moments relevant to our audience, we aimed to captivate new fans and keep them returning to engage with our content.

To cater to our Facebook audience, we focused our strategy on video highlights and bite-sized clips. We created social videos with a cohesive look-and-feel, which upheld the title’s premium reputation. While we initially produced video clips featuring high-profile talent and notable guest stars, we evolved our content to highlight memorable, fan-favorite scenes that generated social conversation. With this pivot, long-form videos became our best performing content.

To elevate the series and turn fans into advocates, we highlighted quality conversation surrounding the show. As reviews from reputable outlets started to come in, we carefully curated the best quotes to tout acclaim and create rave pieces. As awards season approached, we intentionally evolved creative to support nominations and wins.

Results

By using social media to showcase quality storytelling and content, we were able to successfully build a passionate and devoted fanbase. Though small in size, our audience remained highly engaged throughout the campaign. Users repeatedly returned to the page to interact with our content and engage in conversation with one another, leading to 40K+ total engagements and 230K+ video views. With the excitement over award wins and increased anticipation for a second season, our audience continued to grow at a steady pace, even after the conclusion of the campaign.