The Rain S2 - Global Instagram Content Strategy
About the Campaign
The first season of the Danish teen sci-fi The Rain went big on Netflix and social media. The series’ global Instagram page had around 60k loyal followers when we started the communication for the new season. Check the trailer to get familiar with the show:
Our greatest challenge was to awaken fans’ attention once again after having zero activity on @therainnetflix in the previous months. The competition was fierce: the Kardashians, Renegade Challenge, and the biggest enemy of all: the algorithm itself.
We desperately needed a Beyonce drop, so we decided to hack the system and jump in front of the endless Instagram Story queue by launching…
“...Netflix’s first fake Instagram Live ever!”
The IG Live content was shared on the show’s feed a day later as a date announcement piece, which was viewed 250.000 times combined.
Take a look at them below:
During the 6-week campaign period, we created 33 on-feed content pieces and countless Instagram Stories which resulted in a 100k follower increase. Have a look on IG: @therainnetflix
Role: Creative Lead, Copywriter
Date: 2019