Netflix Anime,
0 to 1
Five-plus years running Netflix Japan and Netflix Anime's social channels, from a standing start to the place anime fans go first. Editorial, community, localisation, and the speed to match a release calendar that never stops.
The brief
Make Netflix the go-to destination for anime and Japanese titles. Not a channel that posts about anime, but one that fans treat as theirs. That was the north star from day one, and it has not moved.
What we did
We built the channels from zero: TikTok, YouTube and X across Netflix Japan and Netflix Anime, five dedicated channels in all, with editorial that reads like a fan wrote it because someone who is one did. We handle the APAC social work and the localisation alongside it, which is why the team gets the call when a title needs speed and quality at the same time.
On title campaigns we work the same way. For a much-loved title with a loyal fanbase and strict partner guardrails, we balanced sensitivity, hype and brand image, and the social editorial was syndicated to twelve markets: 54.2 million impressions, 5 million engagements, a 9.24 percent engagement rate.
What happened
A community of more than eight million followers across the five channels, and a working relationship that has run for over five years. The channels are the proof that audience-first works when you keep doing it every day.
juo.sg production and post