REDEFINING BINGE-WATCHING
WITH INTRIGUE ABOUT A DARK
UNDERWORLD OF POWER
As Senior Strategist, I led the social media strategy for "House of Cards S2" on Netflix. Together with a skilled team of designers, illustrators, and copywriters, the strategy drew viewers into the dark and intriguing world of the characters, using in-world content and dialogue to stand out in conventional social media feeds, attracting new demographics and previously untapped audiences.
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The campaign significantly boosted "House of Cards" viewership by targeting untapped demographics and dramatically increasing streaming numbers on launch day, engaging 15% of Netflix subscribers.
By drawing in non-watchers and enhancing viewer intrigue, the campaign reshaped audience interactions on social media, setting new benchmarks for binge-watching and sustaining audience interest with in-world content.
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Social Strategy, Creative Strategy, Data Analytics, Brand Strategy, Community Management, Copywriting
Caption: Who's Hungry?
Caption: The investigation continues.
Caption: Find another host.
Caption: Divide and conquer.
Caption: Whip the damn votes.
Caption: Break the addiction before it breaks you.
Caption: The investigation continues to make waves.
Caption: Masters of duplicity.
Caption: Don't ask questions you don't want answers to.
Caption: Everyone has a weakness. Find it. Exploit it.
Caption: Today's top story.
Caption: State of the Union - Frank's Rebuttal
Let’s Connect
steven.knezevich[at]gmail[dot]com
(424) 265-7841
Los Angeles, CA