Stranger Things
Netflix
A young boy, Will Byers, goes missing near a top-secret government laboratory. As friends, family and local police search for answers, they are drawn into an extraordinary mystery involving top-secret government experiments, terrifying supernatural forces and one very strange little girl.
Led social media marketing efforts for Stranger Things Season 2 in Spanish speaking Latin America and Brazil.
To the right: most viral image posted on Stranger Things channels across the world (during the season) with over 2M interactions across social channels.
Stranger Things became one of Netflix’s most talked about shows after the release of its first season. While at Netflix, I was tasked with making the show bigger than ever across 4 main territories: Mexico, Colombia, Argentina, and Brazil.
We created a series of market specific stunts that were supported by a robust organic content strategy on the regional pages and through brand pages. We tapped into regional nostalgia and earned a place in our viewers' hearts, increasing viewership for the second season.
Stranger Broadcast
Stranger Broadcast was a cross functional team effort to launch Netflix’s biggest and most innovative stunts to date. The second season of Stranger Things became one of Netflix's most anticipated series of 2017…. except for most Brazilians who didn’t have access to Netflix.
To attract this target audience, we brought Stranger Things to them and transformed Netflix into a free-to-air TV channel from the 80’s. In partnership with Brazil’s second largest TV network, we gave people a 1-hour taste of Netflix with the first full episode from season 1. Since people were used to watching open network TV, we included commercials that explained what Netflix is and how to sign up, fake product commercials related to the series and we brought back Brazil’s most popular newscaster (who was retired) for an in world news special.
See full case study video (english) for results.
Chilindrine.
“El Chavo de el Ocho”, which aired from 1971 until 1980, was a TV series that told the misadventures of Chavo, an eight-year-old orphan living alone in a Mexican 'vecindad'. Chilindrina, was one of his best friends and we thought that there was no one bigger than her to bring 9.2 to life. In 2017, we created a spoof of Eleven in the Hawkins lab but with Latin America’s favorite character. The result: one of the most viral assets to date to promote a series at Netflix, multiple earned media placements and a significant increase in conversation around Stranger Things in Spanish speaking Latin America. This asset also performed well in Brazil where the show was also very popular in the late 70’s.
9.9M organic views on a channel with 6.8M subs.
Aló, boluda?
We identified opportunities in Argentina to tap into the local audience in a way that felt organic and would connect with their audience. Argentineans are notoriously known for their dark humor and this time, we wanted them to see how the Demogorgons are very much part of their culture.
3.5M organic views on a channel with 6.8M subs.
Mamá Things
Mama Things was a partnership with Enchufe TV (top 10 content creator channel across the world and one of the top 3 in Latin America) where they took truths from our show but made it more relatable to a Latin American audience. This marked the beginning of our campaign in the region and was meant to increase awareness of Stranger Things for people who had not seen season one.
Currently has 21.4M+ organic views on a channel with 23M subs.
Con Stranger Soy Feliz
Gudiz is one of Colombia’s most well-known snacks, and their image has not changed since the 80’s. This snack became popular across Latin America once they started exporting it to outside markets. Their jingle, that has not changed since the 80s, is a catchy song that mostly all millennials in Latin America recognize. So, we turned the beloved song into a spoof for Stranger Things.
3.9M organic views on a channel with 6.8M subs.
El Reino del Revés
“El Reino del Revés” (the upside-down kingdom) is a children’s song by Maria Elena Walsh, an Argentinean singer/songwriter that earned her fame across Latin America because of her songs.
She sings about a ridiculous world where everything happens differently than what we are used to. Naturally, we found a real connection in this with the nostalgia Stranger Things offers. To honor Maria Elena and tap into the nostalgia, we made a music video for the song using show footage. The result, the most perfectly imperfect children's music video.
(Due to copyrights, the video has now been removed from Netflix’s YouTube channel)