’1899’
Netflix
Agency? Jellyfish
When? 4m, 2021
Platforms? IG, TW, YT
The challenge: From the moment it was announced, Netflix DE’s biggest release of 2021 ‘1899’ had a passionate fanbase who were chomping at the bit for any information about the upcoming title, partly owing to the success of ‘Dark’, a mind-bending masterpiece from the same writers. With an extremely invested fanbase (our ‘aficionados’) on one hand, and our strategic desire to appeal to a more mainstream audience of mystery fans, drama fans, and casual browsers, I was challenged with formulating a social campaign that spoke to both without alienating the other.
The solution: Overseeing both the social strategy and creative direction from pitch through to execution, we launched not just one Instagram account for 1899 but two. Under the creative platform “Navigating the fog together”, we guided new and prospective fans to piece together the central mystery of 1899 through curiosity-sparking yet accessible content on the main Instagram page. Then, hidden in the tagged photos of the page for those curious enough to look, the ‘aficionados’ had a feast of cryptic puzzles to decipher and discuss. Our campaign covered both organic and paid.
The result: Amassing 108k Instagram followers over 57 posts, and a whopping 51m organic impressions, the platform and creative strategy drove intrigue and talkability at every level of fan involvement. Even 3 years later fans were dissecting the meaning of some of our content!
ACTIVATING ON SOCIAL
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animated key art
We developed animated versions of the title’s key art, which not only performed extremely well on social (over 4m reach combined) but was also displayed as DOOH during the premiere.
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social-exclusive film
I oversaw the development of native ‘in-world’ concepts for the Marketing Shoot, which took place in 2021 at Babelsberg Studios in Berlin. We shot AV and stills across 3 sets with the cast from the show, with me Creative Directing over 80 crew and talent across 2 days.
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social-exclusive content
I oversaw the development of native ‘in-world’ concepts for the Marketing Shoot, which took place in 2021 at Babelsberg Studios in Berlin. We shot AV and stills across 3 sets with the cast from the show, with me Creative Directing over 80 crew and talent across 2 days.
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key marketing beats
The bread and butter of any title campaign, but our key beats weren’t just copy and paste. We ensured our strategy came through at every point: teasing, being smart with iconography, and building community.
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mirror account
Our approach to the 1899 Instagram strategy was twofold. On the primary account, we focused on delivering high-quality and engaging content tailored for a mainstream audience. Simultaneously, we launched a 'hidden' handle, only accessible through tagged photos. This secondary account offered intricate details that would captivate and energize our most devoted superfans.
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TUDUM SHOOT
In July 2022, I oversaw a Zoom video call with 20 cast members to produce a Date Announcement video for Netflix’s annual Tudum event.
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episode name teasers
True to our strategy, we teased the episode names using morse code, getting the audience commenting their discoveries.
