Commonalities in brand strategy between Netflix, Amazon, and WarnerMedia — Jason Mitchell // Movement Strategy

Show Notes

• 02:25
  Movement Strategys journey to becoming a social media agency

  Movement's founders saw the rise of platforms like Facebook and the absence of advertisers in that space, so they decided to start a social media agency. Their early success came from working with the Denver Nuggets and paved the way for entry into the entertainment space.
• 07:32
  Movement Strategy's collaboration with Netflix and major brands

  Movement Strategy's success with Tru TV's rebranding campaign caught Netflix's attention in 2018. They helped position Netflix as the top brand on social in the 2019-2020 era, which granted Movement opportunities to work with Prime Video and launch HBO Max on social.
• 11:59
  Movement Strategys success as a social media agency

  Movement Strategy attributes its social media success to staying ahead of industry trends and recognizing early opportunities. When the company was founded, that early opportunity was the ability for brands to have a direct relationship with their audiences.
• 12:31
  Social centric marketing and the future of social media marketing strategies

  The industry is shifting from focusing on what brands say on social to what they do to get others to talk about them. Brands must now maximize social conversation through top-of-funnel marketing, integrating bottom-of-funnel strategies for conversion-based media optimization.
• 16:11
  Social centric brand strategy and channel activation

  Movement Strategy's approach to brand strategy starts with social, combining social listening and screenwriting principles for rich brand character development. This approach fosters a deep understanding of who the brand is and leads to innovative ideas for channel activation.
• 20:38
  Brand character development and risk mitigation

  Creating a brand character isnt risky when its authentic to the brand. Brands should invest in understanding who they are to create engaging content on social media and enable their marketers to make decisions that align with the brand's essence.
• 23:52
  Movement Strategy's approach to brand character development

  Unlike traditional brand books, the agency identifies character archetypes, creates detailed backstories, and applies screenwriting principles. This depth brings life to brand characters in a way that goes beyond the flatness often found in standard branding exercises.