Social Audit

Netflix’s social marketing in Brazil is considered an industry standard among media and advertising professionals. The success of each promotional post contributed to the exponential growth in the country and increasing organic posts and lower marketing spends. There were a few snags: incorrect content announcements, incorrect dates, grammar mistakes. A quick sync with feedback resolved issues at first, but they resurfaced after a couple of quarters. Time was ripe for a small but more focused and analytical audit. The sample showed a quality trend. We proposed an in-country training of the creative agency. Along with brand and writing guidelines refreshers, we did a fun root cause analysis and jointly pinpointed the circumstances leading to errors: junior creative staff on the account and ultra quick execution times.