’STRANGER THINGS 4’
Netflix ES PREMIERE
Agency? Jellyfish
When? 2022
Platforms? FB, IN, TT, TW, Microsite
The challenge: Launch Stranger Things season 4 with a bang across Netflix ES’s social channels: being locally relevant while staying in line with global marketing activities.
The solution: Bring the in-world activation to social in a way that creates good FOMO, not bad FOMO (inviting people into the action even if they can’t make it, rather than alienating them and making them feel left out). I creatively oversaw a team spanning England and Spain to deliver a pre-launch campaign that immersed fans via an in-world microsite, got fans chatting via an in-world mini-series with influencer Herrejon, and a ton more enthralling content.
The result: 113m views on campaign posts & 138% higher-than-average post likes vs non-campaign posts on Instagram and TikTok.
TEASING
THE PREMIERE
competition
microsite
I was challenged to come up with a mechanic in which Netflix could invite fans to the show’s premiere in Madrid, and the result was this: a custom microsite where fans could compete for tickets to the event.
Having concepted and art directed the microsite, I worked with a front-end designer and Powster (our developer production partners) to make the site a reality, with NetflixES social channels promoting it and offering clues to fans.
The 350 fans were found in just 30 minutes of the site launching, way ahead of the KPI of 3 days.
ACTIVATING
THE RIFTS
… across Netflix Spain’s social platforms with our on-the-ground reporter Herrejon!
