Netflix needed a social video campaign to support their biggest release of 2022, the phenomenally successful fourth season of Stranger Things.
Our task was to complement existing marketing activity with an agile set of planned and reactive assets, capitalising on known strengths (key character relationships, a cast with high social relevance) and responding to fan sentiment in real time.
A set of over 40 videos featuring both prepared editorial assets alongside responsive clips and compilations created to meet the cultural moment.
This approach involved deep daily collaboration with the Netflix team, high levels of responsiveness, and an ability to accuracy measure and reflect fan sentiment. Assets were optimised for use across social platforms, and notably our vertical videos, brought to life with distinctive titling and dynamic subtitles, delivered over 100m views across YouTube Shorts, Tiktok, and Instagram Reels.
Our accumulated views on YouTube alone – powered by the enormous cultural clout of Stranger Things, but testament to our team’s agility and reactive instincts.
Best performing video
We tapped into the highly social nature of the Stranger Things audience to deliver our most-viewed video, a compilation of every time the word ‘Papa’ is spoken in the show.
In close collaboration with the Netflix social team, we delivered over 50 assets over a three-week launch period, both responding to requests and pitching reactive concepts.