In the 80s an urban legend spread throughout Brazil "A loira do Banheiro" a sort of Bloody Mary Legend). In the Brazilian version, this blonde ghost appears in mirrors to frighten people. To this day she's the best known urban legend in Brazil.

On Halloween 2018, Netflix needed to divulge its horror launches and chose social networks as the main platform. Our goal was to participate in an organic manner in conversations around the subject of terror and Halloween on social networks.

The Spoiler Blonde is an urban legend that became a social influencer.

We reincarnated her to terrorize the internet with Netflix fans' biggest fear: spoilers.

With the help of a real influencer, @fernandesgabie, we created this character that invaded the mirrors in scenes of the greatest successes on Netflix, giving Spoilers. This generated videos that were posted to an instagram profile that was created especially for her: @loiradospoiler. To make everything even more scary, the blonde started to actively follow people on instagram and could be invoked to give spoilers to people's friends with just a simple comment.

During the week of Halloween (25/10/18 > 31/10/2018) the Spoiler blonde invaded the series' mirrors, posted on her Instagram feed, followed people and even sent spoilers to those who wanted to troll their friends.

The challenge was to divulge this action without any media budget. Our strategy was to create a story that could be spread on social networks just like the urban legends spread in the real world: organically.

To do this, we created our character counting on the recall of an old urban legend, the relevance of an influencer, people's eagerness to troll their friends and the already existing tools on Instagram.

We created a unprecedented divulgence strategy for Netflix that became a worldwide in-house case of the brand.

Key moments:

We invited a famous influencer with a wide active fan base and turned her into The Spoiler Blonde.

The influencer starts liking our Instagram content.

People discovered the profile.

We started replying to fans on Instagram.

We started posting spoilers on her posts and stories.

Netflix posted "I'm being stalked by the Spoiler Blonde" and broke Instagram's notifications tab due to the excessive number of friends tagging each other.

The Spoiler Blonde started interacting with famous accounts.

We launched official GIFs on Instagram. 245K views in 24 hours. 1 million in less than a week.

End of activation: we spread spoilers in WhatsApp groups.

Different contents throughout the action kept the public engaged: FAQ on how to interact, spoilers in vertical versions, using people's suggestions for stories, inviting people to dress as "The Spoiler Blonde" on Halloween…

In just one week and only through organic divulgence, the @loiradospolier profile on Instagram and her videos generated the following results:

+80.000 followers.

+335.000 likes.

+8.300.000 impressions.

+ 1.000.000 people impacted.

#loiradoSpoiler was in fifth place in Brazil's trending topics on Twitter.

Several fan profiles were created as a tribute to the character.

And the main thing: our character became part of popular culure by turning into a meme, GIFs and even a Halloween costume among the Netflix fans in Brazil.

The GIFs for the Spoiler Blonde have been searched over 10 million times on the site

www.giphy.com.