Client: Netflix (Unbreakable Kimmy Schmidt)


Creative Concepts


Unbreakable Kimmy Schmidt was a runaway hit for Netflix. With it's strange humor, lovable characters, and whimsical nature-- it filled the hole left behind by 30 Rock. Netflix wanted to bridge the gap between S1 and S2 of UKS with content that kept their highly engaged social audience talking about the show. The content had to play into the audience's favorite "in-jokes," celebrate their favorite characters, speak their language without sounding too market-y, and keep interest alive well into S2. Once S2 began, we had to balance content to satisfy the bingers who wanted to discuss the show while avoiding spoiling major moments and details for those who were taking their time. The S2 content had to reflect the growth and evolution of Kimmy while maintaining that wide-eyed whimsy that is the cornerstone of the show.

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