Categories Name : SOCIAL MEDIA

Sub-Category : Leveraging Social Media to boost brand ROI and engagement

Entry Name (Campaign) : Money Heist Season 5 Launch – #JaldiAao and #IndiaBoleCiao

Results

The Escape Room gamification activity on Twitter for Volume 1 generated 24.1 Million impressions with 48k likes on the tweet. 90k link clicks were generated on the activity with 691k engagements. The Emoji Engine for Volume 2 was even bigger and reached a wider audience. The activity generated 25.6 Million impressions with 100k liked on the master tweet – a number which was the highest for any Netflix campaign on Twitter in 2021! There were 4.6 Million video views generated by audience replies with 655k engagements. 1.3k new followers were added on the Netflix India Twitter handle during the activity. Overall, 7 Million video views were recorded with a total engagement of 1.3 Million across the activity. The buzz and the hype around the show was even more stronger during these activities as it gave an opportunity to fans to not only engage with the brand, but also amongst themselves. Content pieces like innumerable memes, video, photos of people in Money Heist merchandise and fan theories were discussed, thereby driving conversations and engagement alike. Overall, there was a 43% increase in viewership of the show with over 40% watching the regional dubs. Sentiment for the show was extremely positive during the release of the final season with palpable excitement amongst fans and non-fans alike making this the biggest campaign of all time for Netflix in India.