Anna Delvey’s story had leaped into headlines and social feeds as New York Magazines 3rd-most engaging story of 2018 but she was mostly forgotten by the time her story, Inventing Anna, was ready to launch on Netflix. Our brief was simple: find a way to remind everybody who talked about Anna in the past that Anna’s story deserved a deeper, more dramatic exploration. So we set out to restart the conversation about Anna and push people to explore her story on Netflix.

Our culture conscious, educated, F25+target had demonstrated a tendency to look toward a short list of magazines, websites, newsletters, and social accounts as their source of conversation-worthy stories. In order to reach them, we didn’t need to go broad with our promotion. We needed to be specific and unmissable in a few places.

We packed innovative print, contextual outdoor, custom content, newsletters and social influencer all into a two-week flight. For print, we inserted a physical credit card into audience-favorite New York Magazine so it naturally flipped open to the message about Anna (and a free month of Netflix if you looked for it). The original article about Anna was updated and promoted online along with custom content profiling Anna and other NYC personalities with visuals provided by a real courtroom artist. Anna was dropped into inboxes with NYMag and The Skimm’s popular newsletters. Top gossip social accounts published memes about Anna, including commentary on some of her expenditures that were also printed and hung near stylish NYC streets as noteworthy receipts from her scam.

Media metrics including clicks, impressions, comments, and likes were all at or above double those shared by partners as benchmarks for their editorial content. Print and outdoor media were consumed, captured, and shared by thousands on social platforms. As the ultimate achievement, Inventing Anna leapt to the top of Netflix’s global trending page and stayed there for three weeks as the #1 English language series worldwide.