The Brief

With little to no marketing budget, create awareness and drive tune-in to the newest vampire series on Netflix: V-Wars starring fan-favorite actor, Ian Somerhalder.

Strategy

With no show handle or media budget and no other internal marketing team working on the campaign, NetflixGeeked channels became the prime conversation driver for the series. With this in mind, we leveraged what we knew NetflixGeeked audiences wanted from content and the access they wanted to Ian, creating a breakthrough campaign with NetflixGeeked serving as the exclusive hub. We didn’t settle for press stills and traditional promo art – instead, we focused on real-time meme formats, interactive stunts between Ian and fans, and high-impact editorial video concepts because that’s what audiences care about most.

Results

The Denizen-led campaign was the 2nd largest fan acquisition spike of the year for NetflixGeeked social and garnered millions of views and engagements leading to the show performing amongst the Top 5 shows on-service in the USA, the UK, and numerous other global markets.