Netflix, a global leader in entertainment streaming, wanted to bring Ayrton Senna’s incredible story to audiences worldwide through its eponymous new series. The goal was to connect with both Formula 1 enthusiasts and viewers who may not have been familiar with the legendary racer. We aimed to convey the drama and intensity of Senna’s life—both on and off the track—in a way that felt fresh, culturally relevant, and captivating to younger generations. The campaign’s cornerstone was a bold, innovative approach that showcased Netflix’s ability to push storytelling boundaries.

Drawing inspiration from Senna’s iconic 1990 Monaco lap record of 1:21.314, we compressed an eight-hour series into an electrifying 1:21.314 edit. Every second of the clip was meticulously synced with the rhythm of his record-breaking drive, distilling his life’s highs and lows into a gripping, pulse-pounding experience. The complexity behind this cut was formidable—requiring analysis of 19 curves, over 50 gear changes, 3337 meters of track, and 2245 individual editing clips and layers. Designed to be consumed in a flash yet rich with detail, the edit introduced audiences to Senna’s relentless intensity in a way that was both thrilling and concise. The campaign launched simultaneously on live TV and social media, leveraging social amplification to generate immediate intrigue and excitement.

To spark conversation online, the campaign leaned into modern viewing habits. Senna’s Cut was expertly crafted to provoke reactions from viewers, including creators who dissected its frames and highlighted pivotal details. Their unique perspectives and intriguing theories, informed by their own knowledge of Senna’s career, sparked a ripple effect as audiences joined the conversation. A live premiere event added a layer of excitement, featuring Formula 1 drivers, journalists and influencers who amplified the campaign’s reach even further. By blending local cultural relevance with global storytelling, the campaign connected with audiences on multiple levels, driving audience engagement and bridging the gap between niche content and mainstream appeal.

The campaign redefined how a story could be told, making Senna’s life accessible and engaging for both new and existing fans. By transforming a long-form series into a fast-paced, pause-worthy format, the campaign captivated younger audiences while sparking conversations across social media. The audience engagement extended beyond the edit itself, positioning Netflix as a brand that successfully blends cultural relevance with modern consumption habits. The campaign proved that creative innovation can make even niche stories resonate on a universal scale.

Increasingly, social networks are the places where people live their lives and build community. As these behaviors accelerate audience fragmentation, social media has become a key priority in CMOs’ marketing plans to drive growth. We build social-first brands through the power of cultural influence, all driven by social signals, dynamics and conversions.

We offer a range of strategies to anchor our clients’ businesses on social. By deciphering signals, crafting social dynamics and enabling conversion between communities and brands, we help brands achieve competitive advantages and superior performance.

As a premier influencer marketing agency, Monks builds social brands through five key practice areas: Creator & Influencer Community AOR, Influencer & Creator Campaigns, Creator UGC Content-at-scale, Affiliate Marketing, and Live Experiences. We harness the power of the creator economy and influencer marketing to blend social insights, culture, media, experiences, creators, and commerce, driving brand growth. As a global leader, we provide the strategic support and efficiencies brands need to thrive, focusing on influence at scale within a rapidly changing social landscape. From strategic planning to creative execution and talent management, we guide clients through the dynamic creator industry to achieve impactful business outcomes.

How do you find and vet the right influencers for a brand campaign?

As an experienced influencer marketing agency, we find and vet the right influencers by matching your strategic casting brief with a rigorous, multi-step screening process. Brand managers can feel confident knowing we evaluate candidates for channel quality, authenticity, and diverse representation while strictly filtering out hostility, clickbait, and community violators. This deep search ensures every creator we present perfectly aligns with your brand's voice and values.

How much does influencer marketing cost, and how are creator rates determined?

Influencer marketing costs vary widely based on the creator's follower tier, ranging from nano-influencers to hero celebrities. Marketing leaders rely on our team to negotiate rates based on the project's creative needs, usage rights, and the specific type of creator—whether they are an agency expert, an external producer, or a traditional influencer. We manage the entire out-of-pocket budget to ensure you get the most efficient impact for your spend.

How do you measure the success and ROI of an influencer marketing campaign?

We measure campaign success and ROI by capturing real-time metrics and engagement data through industry-leading platforms like Captiv8. Once a campaign concludes, we provide social media directors with an in-depth post-mortem report and presentation. This connects content performance directly to your core KPIs, offering actionable insights for both upper and lower funnel objectives.

What is the difference between creator UGC (User-Generated Content) and traditional influencer campaigns?

The main difference is that creator UGC provides always-on content primarily for brand channels and paid media, whereas traditional campaigns leverage an influencer's established audience on their own channels. Growth marketers love our UGC approach because it delivers hyper-personalized, testimonial-style content at scale across unlimited consumer segments. Conversely, traditional influencer campaigns are used to build cultural touchpoints and tap into a creator's unique relationship with their followers. 

How do you ensure brand safety and FTC compliance in influencer partnerships?

We ensure brand safety and compliance by managing all legal contracts, licensing, and mandatory FTC disclosures entirely in-house. For marketing executives, our dedicated influencer management team enforces a strict vetting tracker and Captiv8 checks before any partnership begins. We guarantee that no unapproved content goes live, keeping your brand protected at every step of the campaign.

Partner with an influencer marketing agency trusted by industry giants like Google, TikTok, and L’Oréal. At Monks, we set trends—not follow them. Let us transform your brand by building vibrant communities of advocates and delivering measurable business success.