Netflix’s hit show, Bridgerton, dropped on Christmas Day 2020 and was an immediate sensation, amassing 63 million streams in the first two weeks. It follows London high society and boasts a diverse cast, luxurious costumes and sets and a whole lot of gossip.
With the second season due to drop in the coming week, we thought we’d have a look at what you and your brand can learn from this hit sensation and it’s mysterious protagonist, Lady Whistledown… (And yes, we did this so binging season 2 in can productively count as ‘research’).
Whilst it may be set in 1813 London, there are clear marketing lessons you and your brand can takeaway from it, let’s take a look!
You can be a little bit scandalous…
Don’t get us wrong, we wouldn’t recommend going out and creating scandals- this is the era of ‘cancel culture’- but definitely be bold and take creative risks to stand out.
Bridgerton plays freely with history. Set in the regency period, the same era that Jane Austen’s “Pride and Prejudice” was published, Bridgerton is a far cry from the BBC mini-series starring Colin Firth and Jennifer Ehle. Cutting itself from tight historical accuracies allowed a more diverse cast and freedom around other creative decisions; encompassing elements of the time period in a regency reimagining. This shows that taking risks can pay off! Being historically accurate may have earned the series fewer critics, but it may have also seen Bridgerton have less people tuning in to watch.
In short, take risks and push yourself out of your comfort zone.
A deep dive into your target market pays off…
The casting of Julie Andrews as the voice of the elusive Lady Whistledown is marketing genius. The Netflix hit is a show targeting mainly millennial females. For many of these viewers, Julie Andrews encompasses childhood nostalgia through classics such as The Sound of Music and Mary Poppins, encouraging them to tune in and watch. This demonstrates that deep diving into your target market and their collective experiences pays dividends.
Value is in the eye of the beholder…
While in the case of Lady Whistledown’s Society Papers, the value is exclusively entertainment- or for some, intel- it brings value. This demonstrates that value doesn’t need to be knowledge or monetary, it can play on intentions such as entertainment and emotions to facilitate in building trust.
Your brand should bring value across all aspects of your strategy, to build close relationships with prospective clients and customers.
Consistency is key…
Bridgerton is testament to the fact that what people believe is their truth until you convince them otherwise. In the pilot episode, Lady Whistledown is simply an ‘anonymous scribbler’ yet as her reputation grows Daphne’s prospects dry up. This demonstrates is your responsibility to create your brand’s narrative before someone else does. Be consistent, use a clear, established tone of voice (as exemplified by Lady Whistledown) and ensure that your brands story is cohesive and consistent across all channels.
Bring elements of your personality to your brand…
Lady Whistledown does this very well. In her society papers, she brings elements of her personality to her brand. The direct address of her publishings demonstrates the Ton secrets she finds the most noteworthy, all whilst showcasing her personality.
The elusive Lady Whistledown is, at the most basic level, nosey and in the shadows, not drawing attention to herself yet still establishing herself as a household name.
Bring personality, but don’t be personal.
Will you be watching the next season of Bridgerton? Let us know in the comments below!