To announce the release date of period-piece wrestling drama GLOW Season 2, Netflix smashed together such 1980s mainstays as big hair, neon effects and, most importantly, the song “Maniac” from 1983’s hit movie Flashdance. Which promptly blew up on social media.
The promotion consists of a 90-second lip-sync extravaganza, complete with the awkward dancing one tends to expect from that era of human history, with accompanying videos on Instagram and a synchronized Tweet storm from members of the show’s star-studded cast.
To measure consumer engagement with the GLOW Season 2 campaign, we calculated the earned media value from Netflix’s posts on Twitter, Facebook and Instagram on April 18, the day the video was released.
“Earned media” is the value of engagements a brand receives across channels as a result of their marketing efforts. To help quantify what the value of those engagements is worth, Ayzenberg Group established the Ayzenberg Earned Media Value Index (AEMVI) and assigned a quantifiable dollar amount for marketing gains a brand receives from a campaign or individual engagement that includes social media networks and similar digital properties.
GLOW‘s Tweet was liked almost 9,000 times in the eight hours after it was posted, as well as garnering 250 comments and 3,300 shares. On Instagram, a snipped version of the announcement netted 3,500 likes and 335 comments over the same time frame. The post saw its greatest reach on Facebook, earning 603,000 views, 7,000 reactions and 2,800 shares. Based on the lastest EMV values, Netflix earned almost $25,000 in user engagement on April 18 alone.
Netflix must be comparing notes with 20th Century Fox: promotional material for Deadpool 2 parodied Flashdance just two weeks ago.
(Editor’s note: AListDaily is the publishing arm of [a]network and a sister site to Ayzenberg. To read the updated AEMVI report reflecting the rapid changes in social, click here.)
