The Handmaids Tail Marketing Stunt That Became Real Activism with Terri Yowe | Horizons Pod cover art

The Handmaids Tail Marketing Stunt That Became Real Activism with Terri Yowe | Horizons Pod

The Handmaids Tail Marketing Stunt That Became Real Activism with Terri Yowe | Horizons Pod

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 Listen now on YouTube, Spotify, and Apple.—Terri Yowe is a pioneering entertainment marketing leader who launched hit shows at Netflix, Hulu, and Apple TV+, and now teaches brands how to create compelling storytelling campaigns that drive growth.Here’s some of my takeaways from this week’s episode…1/ 🎭 Make Your Customer the Hero, Not Your ProductYour product isn't the main character - it's the tool that helps customers achieve their dreams. Nike doesn't sell shoes, they sell the journey of perseverance. Focus on the emotional transformation your product enables.2/ 🎯 72-Hour Response Window for Cultural MomentsWhen trends emerge, you have 3 days max to meaningfully participate. Build a rapid response system to concept, shoot, and publish content within this window. Perfect polish matters less than cultural relevance.3/ 🔍 Social Listening > Focus GroupsComments sections and social feeds are your new focus groups. Assign team members to actively monitor conversations about your brand. Consider having younger team members give daily trend briefings to leadership.4/ 🎬 The New 3-Act Marketing StoryStart with the emotional truth/pain point, show the aspirational payoff, then position your product as the bridge between the two. Avoid leading with features - lead with feelings.5/ 📱 Platform-Specific Storytelling WinsCreate multiple versions of content tailored to different audience segments. The TikTok algorithm allows you to serve different messages to different cohorts without overlap.6/ 🎪 Plan Predictable Cultural MomentsWhile quick response is vital, many cultural moments (holidays, events, award shows) are predictable. Use these as training grounds before tackling spontaneous trends.7/ 👥 Community > CampaignBuild ongoing relationships rather than one-off viral moments. Duolingo's success came from consistent community building that made their "owl death" moment resonate.8/ 🎯 Specific > UniversalThe more specific and relatable your content, the more shareable it becomes. Target precise audience segments with "that's so me" moments rather than trying to appeal to everyone.—Where to find Terri Yowe:* Consulting: https://terriyowe.com/* LinkedIn: https://www.linkedin.com/in/terri-yowe-8800b017/—In this episode, we cover:00:00 The Power of Visual Marketing with Handmaid's Tale 01:14 Early Days at Netflix and Streaming Revolution 02:54 Netflix's Binge Model Strategy 04:16 Evolution of Entertainment Marketing 06:05 Creating Cultural Moments in Marketing 08:39 Balance of Cultural Timing vs Marketing Spend 12:23 Crafting Trailers and Marketing Content 15:00 Director vs Marketer Approaches to Trailers 21:22 Platform Identity in Streaming Services 31:05 Social Media Response Times and Strategy 41:16 Three-Act Structure for Brand Storytelling 49:11 Managing Risk in Social Media Marketing 54:07 Building Brand Presence on Social Media 57:57 Staying Culturally Relevant as a Marketer—Obligatory disclaimer: I've worked at YouTube and Google for about a decade in various marketing teams. Nothing I say in my personal spaces is necessarily endorsed by them. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit horizonspod.substack.com
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