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Haters Back Off

In 2016 Netflix gave us the task of establishing a social fanbase for their new show with YouTube megastar Miranda Sings.

 

 

  • Strategy
  • Creative
  • Community management
  • Content creation

Deluxe countdown assets for Haters Back Off season 2

Idea

Enticing an existing fandom to brand new accounts ahead of launch without any content from the show itself presented unique challenges. We created a wealth of in-universe DIY content, from a 100-day countdown of Miranda-esque food images and videos of balloons stuffed with cheese puffs, to reactive posts and copy written in the unusual style of Miranda herself.

By the time the show premiered, @hatersbackoff had gathered Netflix's largest pre-launch social footprint across Twitter and Instagram. Social Life was then commissioned to do not only the social content for Season 2, but was also involved in the creative direction of Netflix's wider marketing campaign around the show. This included directing and creating a set of videos on-set in Vancouver, the cast photoshoot and key-art design.

Results

In a matter of months, we created a huge following for the show across social, with over 600,000 followers and 8 million likes on Instagram at the time of writing, and landed in the top 10 most socially engaged shows of 2016 according to an analysis by Variety magazine. The Season 1 & 2 trailers currently have over 4 million views between them.