In collaboration with Netflix, we brought a 185-minute genre extravaganza to the masses through social media.
THE APPROACH
Our research showed widespread dissatisfaction with the current state of adult animation. With this insight, we aimed to break the mold. We crafted a three-phase launch campaign that involved activating hardcore genre fans, utilizing countdown tactics, and creating fan-inspired content — all executed at the perfect moments and platforms.
PHASE 1: GIVE FANS EARLY ACCESS
While the Internet anxiously awaited the Love Death + Robots trailer for five weeks after the series announcement, we rewarded the true animation fans: the nearly one thousand Instagram users who followed @LoveDeathandRobots during that time. One day before the public release of the trailer, we posted 26 cryptic symbols from the series, each representing a letter. An Instagram Story encouraged followers to “Crack the Code” for a surprise. Over three hours, hundreds of fans received a DM with an unlisted YouTube link to the trailer, which they eagerly shared.
Fans who received the early trailer leaked it on Reddit, resulting in over 10K views on the unlisted YouTube link.
PHASE 2: CREATE ANTICIPATION
18 Days of Love Death + Robots Following the public trailer release, we gave fans a tantalizing preview of the 18-story series with an 18-day countdown to launch. Episode teasers, thematic trailers, and cross-posted content on Netflix channels built a community of nearly 10,000 devoted fans—before the show even premiered.
THE FIRST-EVER NETFLIX YOUTUBE LIVESTREAM SUPPORTING AN ORIGINAL SERIES
Eight hours before the release of Love Death + Robots, we took over Netflix’s YouTube channel with a live countdown. Fans guessed the show’s symbol combinations to reveal exclusive sneak peeks from the series, garnering 124K views, up to 254 comments per minute, and 513 new channel subscribers. At midnight, we announced that Love Death + Robots was now streaming on Netflix.
REVIVING DEAD SOCIAL ACCOUNTS TO REACH POTENTIAL FANS
By posting Love Death + Robots content, tailored for different audiences, from other Netflix series’ accounts, we sparked the interest of potential fans and successfully drove over four thousand click-throughs to Netflix to watch specific Love Death + Robots episodes. With 5.4K new followers and 240,968 total impressions, the revolution had officially begun.
PHASE 3: CELEBRATE THE FANS
For six weeks following the show’s release, we maintained the “now streaming” excitement for our 100K+ organic followers by celebrating everything fans shared. We adopted an always-on approach, turning tagged mentions and trending moments into new content daily across Instagram, Giphy, and Reddit.
Our efforts ensured Love Death + Robots was so successful that Netflix quickly announced its renewal for a second season.
Campaign Results
577
UNIQUE CONTENT PIECES
6.8M
OWNED IMPRESSIONS
112K
INSTAGRAM + TWITTER FOLLOWERS
26K
REDDIT SUBSCRIBERS
990K
OWNED ENGAGEMENTS
10.9M
GIPHY CONTENT VIEWS
Awards
2019 OMMA Awards: Mobile Integration Cross Platform (Winner)
2019 Clio Award (Bronze Winner)
2019 Colorado Ad Club’s The Fifty (Finalist)
2019 Shorty Awards
Integrated Campaign (Finalist)
Organic Promotion (Finalist)
