Orange Is The New Black

When Orange Is the New Black launched in 2013, streaming television was still emerging around the world. Over five seasons, the series became one of Netflix’s defining global originals, helping expand awareness of both the show and the platform across international markets.

This case study focuses on the season five campaign challenge: how to create fresh excitement around an established hit and use its popularity to reach new audiences outside the United States.

The Challenge

How do you reignite excitement around a beloved series in its fifth season and use its cultural momentum to help drive global Netflix growth?

The Strategy

We developed a global crossover content strategy designed to make Orange Is the New Black feel locally relevant in priority markets around the world.

Long before “influencer marketing” and “localized branded content” became standard industry language, the campaign used talent, cultural context, and market-specific storytelling to connect the show’s global fanbase with regional audiences.

The campaign paired cast members from the series with local celebrities in original scripted video shorts, creating market-specific moments that extended the world of the show through regional culture, talent, and press.

Impact

The Orange Is the New Black global video campaign generated more than 59 million video views worldwide, helping fuel international demand for the series and support Netflix’s global growth.

View the case study below.