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Strategy & Social

Making it perfect before making it public (Conform, Color, Mix & Delivery)

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Blood & Water
01
Blood & Water
Blood & Water
Netflix
Launching a South African show to #1 in 30 countries all on social
services
The Challenge

Netflix’s Blood & Water had everything a YA fan could want: a vibrant world full of  melodrama and intrigue, a soundtrack that felt like it came from the future, and a young, diverse cast eager to make their mark. 

What it needed, however, was visibility – with no established IP or existing fanbases to lean on, Netflix knew that they’d need to do something big to get the show on the right people’s radars. We agreed – and we knew just what to do.

Our Approach

If you want to earn the trust of YA audiences, you’ve got to speak their language - and in the case of Blood and Water’s audience, that language was the internet. So we designed a rich, nuanced social campaign anchored in a theme the show explored to great effect: gossip.

We started by partnering with hyper-relevant influencers – people whose co-signs would feel less like brand integrations and more like two young people talking about each other – to get the conversation started. 

We put all the buzz into a social-forward trailer which gave the cast a star turn. From there, it was an all-out social media blitz as we released character portraits and gave talent unique cuts and Stories to share with their audiences. To keep the show’s momentum going after it dropped, we held an After-School Special roundtable with the cast later that weekend. 

We knew we’d struck a nerve when #BloodAndWater organically jumped to the top of South Africa’s Twitter trends at premiere. Our campaign helped Blood & Water become a #1 show for Netflix in over 30 countries and led Blood & Water to be Netflix SA’s first show to get a second season. 

TWITTER & INSTAGRAM
CHARACTER INSTAGRAM STORIES
RESULTS

We knew we’d struck a nerve when #BloodAndWater organically jumped to the top of South Africa’s Twitter trends at premiere. Our campaign helped Blood & Water become a #1 show for Netflix in over 30 countries and led Blood & Water to be Netflix SA’s first show to get a second season. 

42% follower growth on NetflixSA brand handles
321% follower growth on talent handles
12 million total views
6,232,401 engagements
5,817,310 impressions

Total uses across TikTok and Twitter:
#BloodandWater (1.6M)
#BloodandWaterNetflix (2.7M)

AWARDS

Shorty Awards 2021

Best In Television

Clio Entertainment Awards 2021

Television/Streaming: Video Promo Mixed Campaign - Other

Bronze

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