Despite having the best access to quality drama, SKY's SoHo and its online streaming service NEON are regularly overshadowed by the 'cooler' Netflix. They needed to get Kiwis, especially the target demographic of 25-44 females, get excited about this new show and knowing that it was exclusive to SKY. Not all influencers have SKY or NEON subscriptions. To create credible and authentic content, SKY needed a way to engage with targeted influencers and get them excited about the show. They wanted influencers to be talking about the show after it launched so they required a creative way to generate content that wasn't just a static pic of Nicole Kidman or Reece Witherspoon on opening night
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