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Modern television doesnt have much more of a sure thing than Season 2 of the hit Netflix show Wednesday. The new season comes almost three years after the shows initial 2022 debut, which garnered 350 million views and holds the record as the streamers most popular English-language show ever. These levels of scale and pop cultural pull make Wednesday a marketing dream. So far, its been Netflixs largest prelaunch social campaign ever, with more than 3 billion owned social impressions. I spoke to Netflix CMO Marian Lee about the streamer’s investment in outdoor advertising, how the team chooses its limited number of brand partnerships, and the strategies it uses to evolve the campaign in real time. [Photo: Jonathan Hession/Netflix 2025] Big Outcast Energy Last March, Lee told me that every campaign for a Netflix property has to begin by establishing a clear overall creative strategy and point of view, which then provides a lens or filter through which the marketing teams in countries around the world can determine the best way to express it in their markets. For Wednesday Season 2, that perspective was what Lee calls Big outcast energy. #WEDNESDAY Season 2 billboards spotted all across LA.PART1: Aug 6th and PART2: Sep 3rd only on Netflix. pic.twitter.com/hUMPrclBOQ— Jenna Ortega Updates (@JennaOrtegaUpds) July 22, 2025 There is so much fan connection with Wednesday being an outcast that the creative platform almost writes itself, Lee says. Everything was through the lens of this girl who is a doom-and-gloom outcast. Everyone has a little bit of that inside of them, and so there is that emotional connection. So for Season 2, we did a lot more around this big outcast energy and playing off of Wednesday and Enid, in particular. When you have a character like Wednesday, it really brings a lot to the table for us to work with. The brand has leaned into outdoor ads in a big way, using billboards and bus benches to juxtapose Wednesdays doom and gloom with Enids bright and shiny vibe. @wednesdaynetflix trying not to take it personally that enid called *Wednesday* her bestie… original sound – ThingTok – Wednesday Netflix One of Lees favorite pieces of work is when Wednesday and Enid go full meta about advertising the show itself. Jenna Ortegas Wednesday is bemoaning the obligation, while Emma Myerss Enid is fully bought in. It’s just perfect, Lee says. Of course, Wednesday would hate making promotional material. Its just a cute self-awareness that I love. Picking brand partners Brand partners have been scrambling to work with Netflix since before Stranger Things chugged New Coke back in 2019. Squid Game rolled out collabs with Kia, Duolingo, and Crocs earlier this year. And Wednesday is no exception. Wendys has collaborated on an entire Wednesday-curated Meal of Misfortune that includes two of four inferno-inspired mystery sauces called “Dips of Dread,” along with “Rest in 10-Piece” nuggets, “Cursed & Crispy” fries, and a “Raven’s Blood” Frosty, all served in custom packaging. Netflix has teamed with Booking.com for a campaign that will invite travelers to discover the world through the eyes of Catherine Zeta-Joness Morticia Addams. And for Cheetos, the focus is on the shows mischievous severed-hand character, Thing. The brands new spokeshand makes the tie-in to orange-dusted fingertips obvious and inspired. The approach we take with all partnerships is that we set the creative bar really high, Lee says. We want to work with partners who can appreciate the IP and appreciate that our bar for creative work that we’re going to put out in the world utilizing our IP isn’t just going to be a logo slap. The companys international brand partnerships for the show include Spanish insurance company Línea Directa Aseguradora, Brazilian soda Guaraná, Cheetos in Mexico, and So Paulo, Brazi-based Nubank. Netflix would not comment on specific marketing budget and revenue numbers. The company’s 2024 earnings report showed an overall sales and marketing spend of $2.9 billion. According to data firm Parrot Analytics, Wednesday made $360 million in advertising and subscription revenue for Netflix between its November 2022 release and March of this year. [Brands] have their own goals, and we have our own goals, and so when we set out to have a partnership, overall we’re really thinking about what would fit here, Lee says. And not everything will work, right? So we tend to bring big creative ideas to partners that we know share that same sensibility and are willing to go out with us and ideate on something. [Photo: Bernard Walsh/Netflix 2024] Led by fandom When Lee started at Netflix four years ago, the company was in the midst of shooting the first season of Wednesday in Romania. The marketing team told her that the show was going to be a hit. Like, a really big hit. But even then, the scale of the fan response surprised everyone. We knew it would be big and we had planned for it, but not for how deep the fandom went, how they were going to dress, how they were going to do their makeup, how they were going to look, how it almost normalized anyone who’s never fit in, Lee says. And we rode off of a lot of the fan momentum. That included partnering with Lady Gaga after a fan cut together a dance scene from the show with the artists song Bloody Mary. It sparked a tremendous 1,800% spike in the songs Spotify streams, and led to Gaga shooting a Wednesday-inspired video herself. @ladygaga BLOODY WEDNESDAY #fyp original sound – Paul Lee says that in all of its marketing, Netflix tries to plan for the unexpected to react to how fans are embracing and engaging with its shows. For Season 2 of Wednesday, Lady Gaga is reportedly dropping a new song called Dead Dance that will make an appearance in the show. The marketing team for the new season is the same as it was for the original, so Lee says there is a built-in expertise on the IP and how fans are engaging with it. That requires constant, real-time monitoring of what fans are up to across all platforms, particularly Reddit, Instagram, and TikTok. This gives the marketing team invaluable feedback on everything from brand partnerships to billboard copy. They’re really vocal, Lee says, because they have such heart and love for these characters.
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E-Commerce
At some point in your professional life, you will be asked to do something that makes you scowl, Are they serious? A 6 p.m. brainstorming session. An important client dinner on the night of your kids recital. A weekend retreat that promises team bonding but really means you will miss your kids birthday and end up sharing a bunk bed with Carl from compliance. You want to say, Im not available, but what comes out instead is an overly apologetic word salad: I am so sorry. My kid has this thing . . . I mean, Ill figure it out. I can join from the parking lot. Or the bathroom. Ill mute! Lets just stop right there. Sorry I cant. I will be attending my daughters play is not a weak excuse. Its a sentence. Its a boundary. Its a full stop on the guilt spiral and research backs it up. {"blockType":"creator-network-promo","data":{"mediaUrl":"https:\/\/images.fastcompany.com\/image\/upload\/f_webp,q_auto,c_fit\/wp-cms-2\/2015\/08\/erikaaslogo.png","headline":"Girl, Listen: A Guide to What Really Matters","description":"Ericka dives into the heat of modern motherhood, challenging the notion that personal identity must be sacrificed at the altar of parenting. ","substackDomain":"https:\/\/erickasouter.substack.com\/","colorTheme":"blue","redirectUrl":""}} The Science of Saying No A 2022 report by McKinsey & LeanIn.org revealed that 42% of working mothers were often or always burned out, compared to 32% of working fathers. And one of the major contributors? Lack of boundaries and unrealistic workplace expectations. Women, especially moms, are more likely to feel they need to do it all, which often means dealing with invisible labor at home and being endlessly available at work. Even worse is when they do set limits, they fear being penalized. During interviews, many women told me that when they requested flexible work arrangements, they were seen as less committed and less likely to be promoted even if they were top performers. Let that sink in. The system isnt just biased, its allergic to boundaries. But heres the twist: employees who have boundaries are actually more productive. According to research from Harvard Business School, employees who detach from work during nonwork hours report higher job satisfaction and lower burnout, which leads to better performance over time. So no, you are not derailing your career by opting out of that 7 p.m. status meeting. You are preserving your energy, so you dont melt down during your 9 a.m. presentation. A Cultural Shift Has Begun For decades, parenting at work has been treated like an embarrassing rash. You know, something to conceal and apologize for. But the tide is turning. Post-pandemic, weve seen a rise in what organizational psychologists call boundary management, and companies are finally starting to get it. Policies like flexible scheduling and no meeting Fridays are gaining traction. In short, boundaries are the new black. Still, the social pressure is there. When a parent leaves early for a kid event, some colleagues still view them as just not committed enough. To that I say, let them think what they want. Your job is to be committed to your prioritiesnot to someone elses broken expectations. Scripts for the Modern Parent (or who I like to call the Professional Boundary Badass) You dont owe anyone a 10-minute monologue. Try these instead: Im unavailable that evening due to family obligations. Happy to contribute ahead of time, but I wont be able to attend live. That time doesnt work for me. Can we find another slot? Notice whats missing? Overexplaining. Apologies. A promise to clone yourself. We really must stop treating parenting like a professional liability. Its a masterclass in multitasking, crisis management, and emotional regulation. Honestly, parents should be running most things. (Well, except silent meditation. I cant remember the last time I sat in silence.) So, the next time someone raises an eyebrow when you decline after-hours obligations or say no to a third Zoom call that couldve been an email, hold your ground. Because Sorry I cant. Im a parent isnt about what you wont do. Its about what you refuse to sacrifice. That not weakness. Thats leadership in a minivan. {"blockType":"creator-network-promo","data":{"mediaUrl":"https:\/\/images.fastcompany.com\/image\/upload\/f_webp,q_auto,c_fit\/wp-cms-2\/2015\/08\/erikaaslogo.png","headline":"Girl, Listen: A Guide to What Really Matters","description":"Ericka dives into the heat of modern motherhood, challenging the notion that personal identity must be sacrificed at the altar of parenting. ","substackDomain":"https:\/\/erickasouter.substack.com\/","colorTheme":"blue","redirectUrl":""}}
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Katherine, a talented up-and-coming leader at a high-growth technology company, was eager to be promoted, but specific development areas were getting in her way. Sarah conducted a 360 review that yielded largely expected results. Unanticipated and surprising, however, were the comments about Katherines technical prowess and that people viewed her as visionary and strategic. For many, blind spots represent a failure to recognize the weaknesses or biases that get in the way of performance. In an effort to improve, they may hyper-focus on those areas for development. In Katherines case, she had a blind spot for her strengths. The skills not in the job description Like many leaders, Katherine was aware of the skills that were closely tied to her job description, but didnt have the full picture of the value she was bringing to the organization. Her sole focus had been on developing the areas that were impeding a potential promotion. In our work with leadersbrand development (Rebecca) and executive coaching (Sarah)weve noticed parallels between business owners and organizational leaders. Regardless of their field, both groups can fail to recognize the very traits that others deeply appreciate. When a talent comes naturally, without deliberate effort, we often dont recognize it as a strength. Skills like critical thinking, problem solving, or strategic insight can feel so effortless that we dont notice them in ourselves. Or sometimes, we assume others are equally adept at the same skills, and dismiss their value. Self-perception is only one piece of the puzzle though. Its equally important to understand how colleagues or clients see you, and what they value most. Uncovering the true essence of your unique contribution can be an illuminating process that strengthens your personal brand and boosts your leadership effectiveness. Whether you lead a team or run a business, the principle holds: you cant act on strengths you dont recognize. Recognizing your secret strengths When you see your most intrinsic strengths clearly, everything changes. Heres what becomes possible: Personal brand differentiation: Tuning into the attributes others consistently recognize gives you clarity on what matters most to the people who influence your career or business, and how those skills differentiate you from others. That insight can help sharpen your positioning and messaging, making it easier to attract aligned opportunities with clients, projects, or promotions. Greater influence: Owning and leveraging your key strengths can increase your confidence, clarity, and credibility, making you more magnetic and influential. Faster decision-making: When you’re anchored in what you do best, you dont second-guess as much. You make decisions faster and with more conviction, because you’re not wasting energy trying to be someone you’re not. Fuel for innovation: Unearthing strengths like vision, creativity, or strategy, can give you permission and embolden you to step outside your lane, challenge the status quo, speak up with new ideas, and pursue opportunities you may have previously dismissed. If youre not sure if youre seeing your full value, there are several ways to uncover how others experience you. 360 Feedback A 360 provides feedback from multiple perspectivesusually direct or indirect reports, peers, your manager, and senior leaders. The process is typically confidential and designed to provide a well-rounded view of a leader’s performance. Two common approaches include qualitative interviews with key stakeholders and third-party quantitative assessments. Both can provide a leader with data on how they are perceived in the organization, helping to surface key strengths and pinpoint areas for growth. Client Interviews or Surveys Business owners, check in with your clients! You may know theyre happy with your service, but what about it makes them happiest? One to two-question surveys are helpful if youre merely seeking something like a Net Promoter Score, but to really uncover strengths, youll want to go deeper. Here are some of the questions Rebecca asks when she conducts interviews on behalf of her clients, adapted for your use: Why did you choose me over other [service providers]? Have you worked with other [service providers] before? / If yes, How was this experience different? Is there anything that has surprised you about this experience? What have been some of the key benefits youve gained from our work together? If a friend of yours were looking for [XYZ service], what would you want them to know about the experience? Conversational Inquiries Asking colleagues to list three to five words they would use to describe you can yield rich insights. And, when coupled with an example of that strength or trait in action, will provide you with robust data to hone in on your points of differentiation. For example: Im working on identifying my personal strengths and overall brand. When you think of me, what are the first three to five words that come to mind? When have you seen me demonstrate any of the above? What was I specifically doing or saying? This gives you real examples of how your strengths show up and helps you spot the traits others consistently associate with you. Keep a Brag Book You likely receive emails or Slack messages from colleagues or clients thanking you for work youve done. Save the notes! Better yet, copy them to an online file or go analog with a notebook. Over time, youll see themes emerge about how youre perceived and which traits others most value in you. (Added bonus: The brag book offers a confidence boost if you happen to be having a rough day.) Integrating the uncovered strengths Once weve uncovered these talents, its up to us to integrate them into our activities and positioning in a way thats intentional rather than accidental. For business owners, that may mean shifting your positioning and value proposition so that it better aligns with what your target audience values most. Consider Rebeccas brand client, Mark, a data analytics consultant serving small business owners. He had built his brand around his ability to analyze disparate stores of data to inform marketing strategy. But when Rebecca interviewed his clients, a different pattern emerged: they also praised Marks ability to see the big picture, is deep network, and his effortless ability to connect them with the right experts for their goals. These qualities hadnt even been on Marks radar as part of his value proposition, but for small business owners with lean teams, these traits turned out to be a tremendous source of value. Mark now has the opportunity to use this new knowledge as a point of differentiation in his brand: data-minded and a connector. For leaders in organizations, the integration of this new information may involve speaking up more, raising your hand for cross-functional initiatives, or mentoring others in areas where your strengths are emerging. In the case of Sarahs client Katherine, recognizing the strengths she had been overlooking shifted her mindset. Clarity on her value to the organization gave her more confidence as a leader and helped bolster the other areas she was working on. She realized that she had been emphasizing the wrong things, possibly to her detriment. With a more balanced view of how people experienced her, she began speaking up in executive meetings and reframed her development plan to include her strategic strengths. That shift in visibility and positioning led to two promotions over two years. It takes effort to see yourself in a new light. We often assume our value lies in how neatly our strengths align with our job description. But clients and colleagues may value something else entirely. If youre not asking, youre probably missing it. Taking the time to uncover those overlooked strengths can sharpen your personal brand, differentiate you in a crowded field, and accelerate your career by helping you lean into the talents that matter most.
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E-Commerce
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