LEAD SOCIAL STRATEGIST

SOCIAL DISTRIBUTION

PLATFORM PARTNERSHIPS

FANDOM AND COMMUNITY

AGENCY

TBWA Chiat/Day

THE IDEA

Make Discover’s Stranger Things Season 5 collab matter to fan communities, not just average consumers.

THE STORY

We built an ad spot that doubled as teaser trailer, partnering with Netflix and the stars of Stranger Things to build fan-theory level easter eggs into :30 and :60 spots.

THE RESULTS

27M views, 529K engagements, and 48K saves & shares; but the real impact was felt in the community, with fandom communities buzzing and multiple reaction videos earning 100s of thousands of organic views.

THE TEAM

Martin Insua (Creative), Nicole Dezutti (Account), Emma Merber (CNX), Lea Cooke (Data), Patrick Cooper (Brand Strat).