Marketing Lessons I Learned From Binge-Watching ‘Bridgerton’

The show has been a huge hit (Netflix estimated it was streamed by 63 million households in the first two weeks) thanks to its diverse cast, lavish costumes, steamy romances, and the oh-so-dreamy Duke. And while it may be set in 1813 London, there are actually plenty of marketing lessons modern-day brands can take from it.

1. The Published Word Has Tremendous Power…

…even if the source is an unknown entity. In the show, no one knows the identity of Lady Whistledown, the town’s anonymous gossip columnist, but her opinion matters for the sheer fact it is published.

And 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. I write this as I publish on Medium, and not my website’s own blog.

For startups and emerging brands, this serves as an important lesson: Earned media is one of the best ways to capture attention and generate interest.

2. If You Want To Stand Out, You Need To Take Creative Risks

Bridgerton plays fast and loose with history. It is set in the same year that Jane Austen’s “Pride and Prejudice” was published, but Bridgerton ain't no BBC mini-series starring Colin Firth and Jennifer Ehle.

The way Bridgerton deals with race and sex is risky to be sure, 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,” our protagonist sucker-punching a cad in the face, and the dreamy lead calling his father a “fucking monster” on his death bed. You can’t avert your eyes.

3. Perception Is 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, and 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.

4. You Will Not Get What You Want if You Play by Other People’s 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 out ahead, you need to change the rules of the game. Every day I see entrepreneurs playing by someone else’s rules; posting the same content, creating same-same marketing materials, using the same channels hoping for a different result. It won’t work.

5. Scratch Below the Surface of What You Know About Your Target Audience

The casting of Julie Andrews as the voice of Lady Whistledown is marketing genius. Bridgerton is a show targeting Millennial females, by a showrunner who is well-versed in creating shows that target Millennial females. Us Millenials grew up not just watching but obsessed with “The Sound of Music” and “Mary Poppins.” Julie Andrews is queen, but she also represents the joy of childhood for many in my demographic. I don’t believe casting her was a coincidence just like casting Mandy Moore in “This Is Us” and Hillary Duff in “Younger” wasn’t either. This shows that scratching below the surface of what you know about your target audience pays dividends.

6. Don’t Trade the Long Game for Short Term Wins

With 17 seasons (and counting) of “Grey’s Anatomy” under her belt, Shonda Rhimes knows how to play the long game. There are eight books in Julia Quinn’s “The Bridgerton Series” on which the TV show is based, so fans can likely settle in knowing there is plenty more to come.

Every day I see brands prioritising the quick win over long term brand building. Big, beautiful brand campaigns are a rare find these days, often shelved in favour of a quickie line extension launch or PR stunt that will put cash in the bank but do nothing for long term brand value.

(There are of course the exceptions though, like the recent You Can’t Stop Us campaign by Nike: a marketing masterpiece).

I know what you’re thinking, and yes, I did write an article about my latest Netflix binge so I could convince myself that watching was “research” and hence work. But I have scratched below the surface of my target audience, and it turns out, they like their tips with a healthy dose of pop culture references. A spoonful of sugar makes the medicine go down, right?

This article was originally published in Better Marketing on Medium.

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