NETFLIX: THE HAWK
Storytelling Built for Social
STRATEGIC COMMUNICATIONS • SOCIAL MEDIA STRATEGY • CONTENT CREATION • INFLUENCER STRATEGY • BRAND MARKETING
The Challenge
Netflix needed a modern-day alternative to the traditional press tour to generate buzz for its upcoming TV show, The Hawk.
Our Approach
TRN reimagined the traditional press tour as an original, social-first content series that became the marketing campaign itself.
Now Studio created a premium micro-comedy series following Lonnie the Hawk as he learned to become an influencer, hard launching through a collab with Kim Kardashian. Throughout the campaign, we worked directly with Will Ferrell to help define the character and narrative.
TRN built and managed Lonnie’s social presence from scratch, deploying a multi-pronged strategy of scripted storytelling, unscripted improv, trending social content, interviews, and brand and influencer collaborations to build audience and extend reach.
Strategic partner GLGR extended the story into the physical world through experiential and stunt activations, including a custom campaign bus that traveled with Will Ferrell across six cities
Measuring Success
In less than six weeks, TRN built Lonnie the Hawk’s social audience from zero, and transformed a traditional press tour into a six-week, cross-channel entertainment experience.
160K+
FOLLOWERS FROM ZERO
62M+
SOCIAL MEDIA VIEWS
850K+
SOCIAL MEDIA LIKES
EXPERTISE
Premium Branded Content ● Social-First Storytelling ● Integrated Campaign Strategy ● Channel Management ● Audience Development ● Experiential Activation ● Strategic Partnerships