Kings Of Mulberry Street – Netflix Launch Campaign

Social Media Strategy and Content Creation for the Launch of Kings of Mulberry Street 2 on Netflix

Client

Ladybug Films

Film

Kings of Mulberry Street 2

Director & Writer

Judy Naidoo

Platforms

Facebook, Instagram and YouTube

Services

Strategy, Content Creation, Video Editing, Motion Graphics, Graphic Design

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Background

After successfully creating teaser content for the first Kings of Mulberry Street film, I was brought on board to develop and execute a social media strategy for the launch of Kings of Mulberry Street 2 on Netflix. The film, set in 1980s Durban, South Africa, has a strong connection to the local Indian community, which became a focal point of the campaign.

Objectives

  • Build excitement and anticipation leading up to the film’s Netflix release
  • Increase audience engagement through targeted content
  • Strengthen the film’s connection with its key audience
  • Drive viewership and participation in promotional activities

Strategy & Execution

To achieve these objectives, I developed a comprehensive three-month content plan for Instagram and Facebook, incorporating a variety of content types:

  1. Designing Key Visuals

Created the official movie poster, ensuring it captured the film’s vibrant and nostalgic essence.

Designed promotional assets for both digital and print media.

  1. Teaser & Trailer Content

Edited and posted cutdowns of the official trailer to maximize engagement and reach.

Released teaser posts to build anticipation leading up to the premiere.

  1. Character & Director Introductions

Developed engaging video content introducing key characters and the film’s director, Judy Naidoo.

Highlighted unique aspects of the film through behind-the-scenes footage.

  1. Thematic & Nostalgic Posts

Created fun, culturally relevant content tying back to the 1980s Durban setting.

Shared character images with regional slang and translations, resonating with the Indian community of Durban.

  1. Audience Engagement & Competition

Designed and executed a social media competition to drive engagement.

Encouraged audience participation through interactive posts.

  1. Press & Media Coverage

Compiled and distributed media packs for press releases.

Ensured consistent messaging across all promotional channels.

  1. Print Media for Premiere

Designed printed materials for the premiere event, ensuring alignment with the film’s branding.

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Results

  • High Engagement Rates: The social media content was well received, generating significant interaction from the target audience.
  • Strong Community Connection: The nostalgic and culturally relevant content resonated deeply with viewers, fostering excitement and conversations around the film.
  • Effective Promotional Rollout: The structured three-month plan ensured consistent and strategic content distribution, maintaining momentum leading up to the release.
  • Increased Visibility: The campaign contributed to heightened awareness and anticipation for the film’s Netflix debut.

Impact

This campaign effectively leveraged storytelling, nostalgia, and audience engagement to create a highly successful social media presence for Kings of Mulberry Street 2. By understanding the cultural and thematic elements of the film, the campaign not only promoted the movie but also built a strong connection with its intended audience. The positive reception and strong engagement rates underscore the impact of a well-crafted social media strategy in the entertainment industry.