A landmark challenge during our time as the retained agency on Netflix’s Witcher franchise was to deliver a social campaign for the launch of spin-off prequel series, Blood Origin.
As the first major step in expanding the core series into a wider franchise, the aims of this campaign included developing a look and feel both consistent with but distinct from the marquee show, and to educate the audience on Blood Origin’s characters and setting before building hype as effectively as possible.
We began by producing a full social style guide for Blood Origin, which captured the Golden Era timeframe of the show and gave a consistency to all our campaign assets from casting announcements to social media banners.
In a more targeted strategy (compared to our Season 2 campaign) we focused initially on accessible informer assets (cast-led intros to the setting, designed timeline visuals) before building hype with countdown posts and a focus on key star, Michelle Yeoh. We followed up with reactive support, feeding the fans with short form video clips of the show’s most memeable moments including franchise mainstay Jaskier.
YouTube – 6.3 million views
Twitter – 16.9 million views
Instagram – 40 million views