Alice in Borderland
Season 3
Concept and project lead on a multi-market social campaign, from a coded-message launch to a Content Day with the cast, syndicated to every Netflix market.
The brief
A returning global title with a loyal fanbase, a cast across markets, and a launch window that every Netflix region wanted to own locally. The job was to give them one campaign world they could all run in, without eight versions of the same idea.
What we did
We opened with a cipher: a message from the Joker, at 6:00am on July 8. One mechanic, decoded by fans, that gave every market the same first beat. From there we led concept and project management across the rollout, ran the Content Day shoot with the talent, consolidated approvals into a single stream per stakeholder, and syndicated the finished assets out to the regions.
Twelve-plus markets. Two hundred and ninety-plus deliverables. Eight teams. Six approval streams. High complexity, one campaign.
What happened
1.31 billion impressions, 48.7 million engagements and 675 million video views across UCAN, Australia and New Zealand, Brazil, France, Indonesia, the Philippines, Italy, MENA, Mexico and Turkey. The teaser trailer alone crossed 30 million impressions on a single channel.
juo.sg production and post