The longer version: Netflix partnered with us to launch David Fincher and Tim Miller’s anthology called Love, Death & Robots on Instagram, targeting the creative community.
We centered our campaign around the insight that if you can tap into the passion of fandom, you can generate huge engagement. Leaning into this, we started by intriguing anime and adult animation fans by targeting them with mysterious content featuring a secret language created with symbols from the series.
The @lovedeathandrobots handle was launched with a series of posts featuring the same language. When fans deciphered the message and tagged the account, they unlocked content and teasers from the shows. To keep the momentum going, we commissioned 18 creative influencers whose artistry matched each episode aesthetic to create fan art inspired by the show. After the launch of the show, we continued to build the audience and visibility by launching UGC campaigns for fan art based around the episodes, as well as BTS and making-of content, and fun graphic pieces like phone backgrounds. We even had fans submit cosplay of their favorite pictures, which we gladly reposted.
The content was strategically rolled out on both the artists’ and @lovedeathandrobots handles to create buzz around the show and grow the account. In less than two months, the program gained over 3 Million views and the account grew to over 100K followers. The average engagement rate was an incredible 15.8%—proving the power of internet fandom.
