The idea behind Carmilla was to create for Kotex Canada a YouTube "brand associated storyworld" that captures the company's messaging, values, and target demographic, but moves beyond product integration and one-off videos. In order to achieve this, we worked with the contributing company and used television quality storytelling and combined it with the popular vlog format aesthetic to create a series authentic to YouTube. In addition, we wished to further enrich the storyworld of Carmilla through the use of in-world social channels – such as Laura and Carmilla’s Twitter accounts and world building articles from the school Newspaper. We believed this would allow us to spawn a more active, lean-forward community of fans who would be eager to create their very own in-world content to contribute to the storyworld of Carmilla!

Released in June 2015, Season 2 of Carmilla consists of 36x4 minute episodes, which were released Tuesdays and Thursday on YouTube. In-world character and official Carmilla social feeds were active leading up to, during and after Season 2 so that fans were able to experience a fully realized storyworld. The season was brought to an end with the ‘Creampuff Viewing Party’, hosted by U by Kotex, where fans won tickets to got to watch the finale with the cast of Carmilla. Since then, Carmilla has appeared at Fan Expo Canada and released a branded prequel series, entitled Season Zero, to bridge the gap between Season 2 and Season 3(Coming Summer 2016). Despite being on hiatus, Carmilla continues to see a tremendous amount of fan engagement as it has spawned not just a fandom, but a community of individuals who call themselves "the Creampuffs".

Nicknamed Queer Buffy, Seasons 1 + 2 of Carmilla have generated nearly 34 million views to date. With the recent announcement a third and final Season, Carmilla continues to see tremendous amounts of engagement that only continues to grow. The success of Carmilla extends beyond YouTube, with its other social media channels boasting an extremely strong following. For example, there is over 83.5 million impressions, 332.4k interactions, and more than 207.9k unique users on the Carmilla Series Facebook and Twitter. In addition, Carmilla has received several awards, such as a 2016 Digi Award for ‘Best in Branded Content’, a Canadian Screen Award for ‘Best Original Program or Series Produced for Digital Media – Fiction’, and several nominations, including a 2015 Streamy Award Nomination for “Best Drama” and a 2016 Shorty Awards Nomination for “Best Multi-Platform Campaign”.