Tinder Swindler
In essence, Creative Strategy is about getting more value from creativity so that it can be more impactful. This makes it an effective tool to: solve business solutions, create distinction in categories and increase cultural or consumer adoption. But ultimately, Creative Strategy is about having a unique and insightful perspective that can stand out.
Below is the creative strategy process for Netflix’s recording-breaking documentary
Find the story, Find the hype
This is where we discover the story. In entertainment content, there are often a few stories layered on top of each other this new docu-series was no different. On the surface, Tinder Swindler was the story of how a group of women teamed up to bring down a scammer who they thought would be their prince charming.
The brief was to get everyone talking about Tinder Swindler in advance of its launch day.
Pocc brought us in to find the richest, most talkable, hook that would have viewers rearing to watch: Victims of Love.
The movie does highlight the dark side of online dating, where some folks aren't genuine and just out to take advantage. And yeah, some women and men might be expecting fairy tales
Social comment
Creative Wingman
The Tinder Swindler reveals the painful truth about women and online dating
The Guardian
We filtered through ideas, looking for the ones that stood out. With our final route chosen, we refined the copy so that the lines were a richly playful and provocatively sinister.
We leaned into the creative route more and worked with creative to add nuance so that the idea could resonate more broadly; and still have compassion for the victim’s stories.
Reaching goals + Breaking records
The outdoor media campaign came to life with a takeover of Oxford Circus and Old Street stations, Times Square and other U.S. hotspots.
Tinder Swindler premiered at #1 for first week and, in its first 5 days. It reached the Top 20 in 92 countries.
It was the first documentary to lead the ‘film’ chart at Netflix, and it ranked as Netflix’s most watched documentary to that date. Our campaign captured attention so that this IP could shine. Our launch campaign helped Tinder Swindler achieve a total of 166 million hours of watch-time, in the first 28 days.
Client: Netflix
Agency: Pocc
Services: Creative Strategy