Netflix
Black Mirror Season 7
Platform Management | Interim Project Support | Content Planning | Copywriting | Social Strategy | Community Management | Reporting | Event Social
* Winner of the 2026 Global Entertainment Awards for Best Viral Campaign.
I joined the agency team to lead on social content & execution for the launch of Black Mirror Season 7, which involved full management of the fake company on TikTok (@TCKRSystems, now @blackmirror) and the creation and execution of many other moving parts for the duration of this 3 week campaign window:
The TCKR Systems Brand Guidelines:
I created a comprehensive TikTok strategy for TCKR including TOV, real comparative brands and engagement rules which was shared across Netflix, agencies & partners to use as a bible. I created the same for Black Mirror for their presence on X and TikTok.
TikTok Spotlight:
This was Netflix’s first ‘TikTok Spotlight’ agreement with the platform, which requires 3 videos per day to be shared with the campaign hashtag. I wrote copy for and scheduled in every post with assets provided both before & during the Spotlight period, including it’s switchover to @blackmirror
Reactive Strategy:
I closely monitored and shared any new activity from new videos made, press, comments and influencers and suggested how TCKR would respond (eg video replies, comment replies, reposts) on TikTok and X via a client Slack channel.
Launch Event Coverage:
I worked remotely with the team on the ground to suggest, receive, edit and pitch live ideas for the TikTok coverage of the TCKR Trials event.
Mini X ‘Thronglets’ Stunt:
I worked collaboratively with the US game developers to ideate and create a social plan for how we could takeover the Black Mirror X page with assets available and platform features.
I compiled the full 50 page campaign report of the Black Mirror Season 7 campaign rollout story, the social conversation and sentiment as it played out and all post data and insight.