In 2019 Netflix launched Go!, its first musical show aimed to the tween audience of Latin America.

The brief was very clear: Netflix needed to connect with this audience in a fun way, differentiating themselves from other tween-focused shows.

But the task wasn't simple since tweens are not an easy audience. Although they are mobile native and used to generating content constantly, but they can be very cryptic, making it hard for brands to understand how to engage them.

Therefore, the challenge was to create something that was 100% social driven, co-participative and, most importantly, very, very fun.

GO! is a show full of songs and dancing. And, although it may not seem like it, dancing is also a way of communicating. Each move can express more feelings than a text message. And tweens love new ways to express themselves.

That's why we believe dancing can be a great way to extend the storyline to the real world.

With this in mind, we created DANCEPHABET, a dance language for GO! fans through which they can communicate by dancing.

We assigned a simple dance move to every letter and number, so by combining different moves, tweens could express what they feel. Imagine dancing turned into "chatting" with movements, used to express messages in social media, Whatsapp, TikTok, Instagram and every platform tweens use.

Talking to tweens presented us with a double challenge. First, we needed to catch their attention among the efforts of many brands. And then, we needed to engage them. We started with an observation: being born social and digital savvy, tweens are native content creators. The celebrities they follow and admire are Youtubers and Instagrammers, their role models are "common people" who generate their own content. Another element very present at this stage of life is peer-to-peer communication. Whatever means tweens find to be in touch as much as possible as privately as possible, is sacred to them. Third came the show's DNA: music and dance moves.

With this in mind, we created an idea that brought together all the things they treasure: chatting with friends, social media, content creation, music and dance.

First, we commissioned the development of this new language to @matiasnapp, one of the most influential choreographers in Argentina. Each number and letter of the alphabet became a simple but very fun dance moves.

Once this new language was fully developed, the GO cast taught the fans how to dance every letter on the social networks of the show.

At the same time, we launched a site where fans could learn how to communicate by dancing. Once they entered the phrase that they wanted to dance, the site automatically generated a video with one of the main characters of the show dancing that phrase.

Next we launched #DanceYourNameChallenge where we invited all the fans to dance their name. Two of Argentina’s biggest influencers @cinthia_fernandez_ and @flor_de_p joined the challenge bringing it closer to millions of people.

And then Dancephabet went viral, causing thousands of tweens to start communicating by dancing.

Tweens adopted dancephabet as a way to communicate with each other and that was reflected in social networks.

Tik Tok followers increased by 1300% thanks to dancephabet

More than 40.000 fans translated words and phrases into dance moves in our website

Tweens from more than 125 countries used this new language to express themselves.

More than 1.4 million social interactions with this new language

We reached more than 8.8 million potentials new dancers in our social media channels

But most importantly we gave tweens something that transcended the show and became part of their culture: A new way of expressing themselves.