House of Cards S2 - Social Campaign
Netflix / 2014
GOAL: Drive House of Cards S2 viewership by deepening intrigue and reaching new demographics, use social media to extend the show's universe beyond the screen, and activate non-watchers through story-led, platform-native content.
Challenges
Cutting through crowded feeds during a peak streaming era
Reaching audiences beyond the core political drama fan base
Maintaining narrative consistency while pushing engagement
Cinemagraphs
Approach
Developed and led a content strategy that treated social as an extension of the show’s universe
Created in-world posts written in character voices and visual language
Coordinated cross-platform storytelling to tease plot twists without spoilers
Used character conflict and intrigue as fuel for fan speculation and sharing
Optimized timing and platform strategy to align with binge-watching behavior
Character Quotes
Outcomes
Engaged 15% of Netflix subscribers on launch day
Drove a major spike in streaming activity and social chatter
Attracted new audience segments through tone-shifted, immersive content
Set a precedent for in-universe storytelling in entertainment social campaigns
In-World Headlines
Supporting Character Quotes
Illustrated Show Moments
