Building Social-First Brands with Jason Mitchell, CEO of Movement
Description
When Jason Mitchell realized his college professors were still teaching TV-first strategies while every student in the room was glued to Facebook, he saw an opportunity.
That opportunity was the beginning of Movement, a social-first agency that has done award-winning work for brands like the NBA, Netflix, Amazon Prime, and more.
In this episode, Jason shares the early bets and strategic philosophies that have helped Movement grow from a dorm-room idea into one of the most recognized social-first agencies in the industry.
We explore what it means to put social at the center of a campaign rather than treat it as an add-on, and why the best ideas often begin with strategic social listening.
Some of my favorite aha moments from our conversation include:
- How Jason found his way into the journalism and advertising program at University of Colorado despite having terrible grades
- How social listening led to a viral campaign (and a real arrest) for Netflix’s Unsolved Mysteries
- Why Klarna’s biggest brand barrier in the U.S. wasn’t competition, but disbelief over their core value prop
- Jason’s secrets for setting up a great social listening system
- How Jason would rebrand the movie-going experience to help people rekindle their love of cinema in an era of social media
Show Notes:
Below are links to inspiring ideas that came up during our conversation.
Books:
Turn the Ship Around by L. David Marquet
Campaigns & Videos:
Klarna: What’s the Catch Campaign with Bretman Rock
So Many Dicks Campaign Case Study - e.l.f. Beauty
Unsolved Mysteries Shorty Awards Case Study
United States
