Girlboss
Lately, much has been said (and written) about the term “Girlboss.” Is the concept misguided? Or is there still merit? Whatever your feelings now, back in 2017, a partnership between Refinery29 and Girlboss was a match made in lady bad-assery heaven. To promote Netflix's original series about Sophia Amoruso's journey (based on her bestselling book), Refinery29 took a multi-pronged approach to drive tune-in and excitement with our massive audience of millennial women.
Leading up to the show's premiere, we pulled off a never been done before stunt on LinkedIn. Refinery29 enlisted a group of influential women & entrepreneurs to change their business profiles to "Girlboss" for the day. The idea caught on, as colleagues and friends began changing their own titles, igniting conversation for the series and themes.
LinkedIn was also used as a primary channel to distribute original content and ads for the Netflix series to continue to drive engagement with the right audience, at the right time and place.
Participants included…
Piera Gelardi of Refinery29, Molly Hayward of Cora, Claire Wasserman of Ladies Get Paid, and ADAY's Nina Faulhaber's
Refinery29 and Netflix continued to build buzz with an influential crowd by hosting an exclusive premiere party. The penthouse suite and rooftop at The London in West Hollywood was filled with surprise and delight moments for our Girlboss attendees including nail art, private sessions with confidence coaches, corner office photo moments and more. The hashtag #R29xGirlbossNetflix flooded social feeds with bts moments from the event.
After screening the first two episodes of the series, guests were treated to a star-studded Q&A (live streamed on social) featuring Sophia Amoruso, Ellie Reed, and Britt Robertson.
The program was rounded out with empowering and serviceable career content integrating tune-in messaging. Editorials and social programming leaned into personal stories and relatable advice to drive viewership for Netflix’s Girlboss with readers seek inspiring true stories.
