The Brief
Netflix commissioned us to create a series of videos to support the launch of The Sandman, a long-awaited show based on an existing, much-loved graphic novel series by Neil Gaiman.
The key challenge of the campaign was to establish the show’s credentials by highlighting the accuracy and authenticity of the adaptation for Sandman’s committed fanbase, and to discover the best way of reaching that fanbase on social media.
The Execution
Our showpiece asset was a Youtube quiz reflecting the show’s complex worldbuilding, carefully crafted with a mix of official assets and bespoke designs to fit seamlessly with the larger marketing campaign. High retention and glowing sentiment were great results from a hard to please fanbase.
To demonstrate the show’s true-to-source accuracy, the rest of the campaign featured selected clips optimised for various social platforms, and a series of ‘from comic to screen’ vertical videos directly comparing pages from Gaiman’s originals to the final series. Sentiment was again hugely positive, feeding into the wider fan reaction that eventually helped secure a second season of the show.
Key Stats
YouTube – 1.3 million views | 50k likes
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