Bringing Big Outcast Energy to Malaysia

6. Digital Experience Kancils [6.3 Best use of social & messaging platforms]

case board

case film

creative assets

Links:

Product/Service:

Wednesday Season 2

Client:

Netflix

Brief:

Wednesday was returning for her highly anticipated second season, and we needed to make it bigger than ever. While the first season saw a lot of success with the young urban audience, season 2 needed to bring in new fans from across the country. The creative platform: Big Outcast Energy, capturing the essence of the show and the characters that core fans loved so much in season 1. Our challenge was to translate this platform into a social strategy that resonated across demographics, and could appeal to dedicated fans whilst bringing in a fresh, new audience.

Solution:

We built a social strategy that spanned the spectrum of social content, with a polished hero video, KOL collabs, and trendy TikToks all in the mix. We made sure to hit core fans and a broader, mass audience by anchoring our strategy in the most iconic outcasts: Wednesday, the Addams Family, and Thing. Meet the Adams, a star-studded narrative video, introduced fans to a localised family that’s same-same but different from the Addams family. We covered our on-ground activations with a slew of social-native concepts, including hijacking trending viral formats. Iur Thingmobile dashcam video and our faux-Breaking News beat ended up being the top 2 most-viewed TikTok posts across the campaign. As a wild card, we tapped into automobile influencer BossJames, getting him to review the giant Thingmobile. We also got a custom video from Emma Myers, who packed her own nostalgic Malaysian schoolbag. All-in-all, the campaign clocked in at 97.9M impressions and 3.4M engagements.

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