The OA tells the story of a young blind woman who returns home seven years after vanishing, with mysterious new abilities and a secret mission. Netflix categorizes The OA as “mind bending,” so we created a social campaign that followed suit — building on the show’s mystery, and extending its themes and voice into the social sphere. Our idea was to create a social campaign that transcends the world of the show itself.

Our campaign ran from 12/12/16 - 2/13/17.

Just prior to The OA’s launch, we took over Netflix’s Instagram stories feed to unexpectedly “Beyonce” drop the show’s only teaser. Then, we unlocked a highly-curated Instagram feed, one vignette at a time. A macro-level view of the feed gave the user a taste of the show’s themes and motifs. Viewers that looked closer were rewarded with puzzles and hidden clues.

We also took to Twitter and Facebook to build a relationship with our fans, encouraging conversation, speculation and sharing. Social media became a virtual water cooler.

And because the show was made for an international audience, we built optimized creative assets that local market teams (including Brazil, Latin America, the Netherlands, and others) could customize.

The result is a cross-platform social experience that created an identity and voice that transcended the world of the show.

The Instagram feed launched four days before the show dropped on Netflix. Within days Without paid media and before the OA had even aired, the feed had 5,000 followers. In just one month,it saw unprecedented organic growth: over 50k followers. Overall, the feed got 58.2k comments, 310.7k likes, 36.3k shares, and 6.8M video views.

Facebook content inspired conversation around fan theories, character development and a potential Season 2. We saw 58.2k comments, 310.7k likes, 36.3k shares, and 6.8M video views on that platform alone.

On Twitter, we nurtured the relationship between fans and show. Twitter engagements included 1.7k comments, 68.2k likes, and 27.7k retweets.

16,768 people followed Netflix’s Instagram due to The OA’s feed. And the campaign received nods from press outlets like Mashable, Engaget, The Huffington Post, and Nylon Magazine.