The Brief
Our first task working with the global franchise team behind Netflix’s The Witcher was to deliver a social campaign for the launch of the show’s second season.
Looking to consolidate its position as a tentpole show following a successful debut season, key pillars of the campaign were to reactivate the fandom ahead of launch, showcase the connection between the core four characters, and to build hype worthy of a top tier global entertainment brand.
The Execution
This was a huge undertaking, both organisational and creative. Our team produced dozens of campaign assets optimised for all social platforms with supplemental localised deliverables. We managed a complex and constantly moving campaign calendar visible to dozens of territory teams, negotiated sensitive talent approvals, and handled the live ops of posting on owned channels.
Strategically we met the brief with a cascade of high quality assets. We woke the fanbase pre-release with trailer quality recap videos focused on the destiny-forged connections between the show’s lead characters, and a wave of visually striking static assets to serve the show’s hero platform, Instagram. We built up hype pre-launch with high profile talent concepts and countdown assets, and served the community post-release with clips, trivia, and a showcase lyrics video for the standout song of the season, Burn, Butcher, Burn!
Key Statistics
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Fans
Over the course of The Witcher season two campaign our content reached 262 million fans worldwide.
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Followers
We added a total of 657k new followers across all social media platforms during the season two campaign.
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New Accounts
On hero platform Instagram, our content organically reached 132 million accounts that weren’t following us.
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