Never Not Awesome
Jumpstarting a Tweenage fandom and activating a community with playful GIFs and social stunts.
Project Overview
The Brief
As Netflix continued to put a focus on original content, a number of shows and movies geared towards a younger teen and tween audience began to gain momentum.
The brand was looking for ways to activate talent and inspire a fan community through common, ownable language that could speak to the audience in a natural way. Through social and mobile first initiatives we set out to build a toolkit and strategy for an active fan community that would engage with content, follow the Never Not Awesome Instagram account, use the language on their own and watch the wide range of Netflix Kids & Family titles coming to the platform. Identifying the growing trends we implemented a GIF forward and meme-focused strategy to have a truly social conversation with our audience, growing the community with an authentic voice.
Our Approach
Our challenge was to inspire a meme-driven culture and language without a heavy hand, leaning into the visual language of the audience to create a conversation.
The goal was to help foster the growth of social conversation around the Never Not Awesome language and make it something universal and organic. Never Not Happy, Never Not Silly, Never Not Family and never not stale. A phrase that could be applied to any and everything, adopted by the fans & talent, providing inspiration and creativity to let the sentiment to run wild on its own.
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