In a world where nearly the entire population is addicted to Netflix, it’s no wonder that everyone is hooked on the trending period drama, ‘Bridgerton’. Now, everyone is anticipating the newest season, which is due to air on the 25th of March.

The Netflix original series, which was originally based on books written by bestselling author Julia Quinn, follows the romantic encounters of the eight siblings of the Bridgerton family as they try to navigate their way through London society.

Set in Regency era London of the 1830s, Bridgerton is riddled with extravaganza. Ranging from lavish sets to eccentric costumes and a gorgeous cast, it was bound to keep watchers hooked. To loyal TV series fanatics, it is reminiscent of a periodic Gossip Girl; but Bridgerton has now carved an identity for itself.

However, what does this all mean from a marketing perspective? 

Taking the World of Marketing by Storm 

Over the past couple of years, we’ve heard a lot of talk about how TV series have diffused from our screens to real life. One example of this is Emily in Paris, a series that follows a marketing manager’s journey in the elaborate streets of Paris as she adapts to a big change of scenery. Ironically, the series has shown us just how much marketing itself works. When something is portrayed on screen and endorsed by characters, it becomes fashionable and everyone hops on that bandwagon, much like Emily’s marketing career. 

And Bridgerton is no different. This series has created so much buzz around its name that it is widely recognised and now has a large fan base tracking its every move. It has even made a transition to the theatre with productions trying to mimic the show’s atmosphere, introducing the craze of Bridgerton to an audience that can easily access it.

Moreover, the series has become a trendy subject, and businesses worldwide have embraced it in their marketing campaigns. For instance, a Bridgerton challenge went viral on TikTok last year, and this massively increased brand traffic on the app. 

Hidden Marketing Lessons in Bridgerton

• The Power of the Published Word

Even if the source is an unknown entity, the published word is a very powerful tool.

In the show, no one knows the identity of Lady Whistledown, the town’s anonymous gossip columnist, but her opinion matters the most for the sheer fact that it is published. This is even more important in the modern world where anyone can be a so-called publisher, particularly thanks to social media.

Reading something in an actual publication, as opposed to a social media post or email, comes with an upper level of credibility. For start ups and emerging brands, this serves as an important lesson: Earned media is one of the best ways to capture attention and generate interest.

• The Importance of Taking Creative Risks

Bridgerton is riddled with scandal at the forefront of every social interaction.

The way it deals with race and sex is risky to be sure, especially in the times that it is portraying, but it’s a risk that’s paid off. Being historically accurate may earn you fewer critics, but it will also get you fewer fans actually tuning in to watch. Playing it safe has never been a riskier strategy.

Instead expect scandal, fantastic sets and costumes, and a touch of whimsy. Creative license has been certainly taken with orchestras playing instrumental versions of Billie Eilish’s “Bad Guy” and Maroon 5’s “Girls Like You,”, making it impossible to look away. 

• Perception = Reality

What people are led to believe, true or not, is their reality, and until you convince them otherwise, this is their truth.

In the pilot episode, Lady Whistledown — aka a 17th-century Gossip Girl — publishes that Daphne Bridgerton is damaged goods and unworthy of the Queen’s praise. Even though Lady Whistledown is at this point an “anonymous scribbler,” Daphne’s prospects all but dry up.

It is every brand custodian’s responsibility to create its brand’s narrative before someone else does. A brand’s story must be consistent and cohesive across all channels for it to truly stick.

• Don’t Play by the Rules

Eloise Bridgerton at the tender age of 17 already realises this. She knows that if she follows the rules dictated by those who’ve been around longer, she will be forever stuck.

If you want to get ahead, you need to change the rules of the game, especially in this day and age. Entrepreneurs can no longer be playing by someone else’s rules; posting the same content, creating the same-same marketing materials, using the same channels hoping for a different result. It just won’t work.

If you want to get a feel of old London and enjoy an expertly crafted meal or cocktail, visit the new St. Martin’s House located in the iconic neighbourhood of Covent Garden. Lady Whistledown’s crowd would never pass up this opportunity!

Get in touch with Posh Cockney today to elevate your marketing campaign and stand out from the crowd. Normal is boring and we are sure your brand is not!