Social Media Strategy & Content Creation

Coded Bias

Independent Film

PROBLEM: The Emmy-nominated Film, CODED BIAS, had already won several awards and was critically acclaimed everywhere it was released, but it had no online presence. There were no social media handles, no followers or even a website.

IMPLEMENTATION: Lady Who created, developed and iterated the social media marketing strategy from the ground up. We managed the creation and development of the website. We launched an ad campaign to increase followers and send people to theaters. We developed the social media guide, tone of voice, press kit and toolkit for partners, film festivals and non-profits.

RESULT: In less than three months, we increased followers on all social media platforms by 15,529 new followers. In October, our follower count increased 154% from the previous month.

We were able to share huge wins across a growing number of followers on social media to promote legislative changes on the use of facial recognition technology, and when Amazon, Facebook, IBM all paused their facial recognition technology, we were one of the first accounts to share this information. When Netflix bought the film, they used the content base we had developed for the press kit on social media as theirs.

“There is hope in this pivotal moment that people recognize that data rights are human rights.” @ShaliniKantayya, filmmaker of @CodedBias, #codedbias