Big Mouth is an Emmy-winning animated Netflix Original comedy about kids going through puberty. The show has received praise globally for its honest portrayal of important life topics, outrageous humour and refreshing sex positivity.

The anchor to the Season 3 marketing campaign was the Big Mouth Guide to Life: an eight-chapter, Instagram Story sex ed “book”, offering advice and emotional support to young people, many of whom have expressed learning more from the show and its social media channels than they have done at school.

The Big Mouth Guide to Life aimed to consolidate the crucial themes approached across all three seasons in a way that would educate and comfort fans, while thoroughly entertaining them too. The sentiment of the audience response would therefore be the key indicator of the project's success.

The eight chapters represent the core themes of the series and the release of those chapters coincided with other elements of the campaign.

For example, the Social Media Addiction chapter was released shortly after staging a fake “leaking” of one character’s Google Drive (https://jfi.sh/3adRpoq) where fans were able to snoop through his Google docs and even interact with other characters in the comments.

Fans tap through the "pages" guided by a neutral narrator, direct character quotes and freshly-scripted character dialogue - the combination creating an authentic, familiar and trustworthy voice. The guide includes bespoke animated elements and interactive polls/quizzes for an immersive experience, along with selected audio elements from the show’s soundtrack.

Minimal words and story slates were used in order to sustain the attention of our primary Instagram audience, 86% of whom are under 34 and 54% under 24.

Big Mouth attracts a diverse audience and boasts an equally diverse and active social media following of nearly one million fans across Twitter, Facebook and Instagram. Based on the success of launching the show across all major social channels, the agency and brand joined forces again to create a Season 3 marketing campaign designed to balance the high-brow writing around morals and life lessons with the show's trademark surreal humor.

The heart of the social campaign was the Big Mouth's Guide to Life Instagram Series which covers crucial topics such as body image and sexuality via the accessible voices of characters of the series and key storylines.

The guide was intended to appeal directly to the young-skewing Instagram audience - 86% of whom are under 34 and 54% under 24 - many of whom have expressed learning more from the show and its social channels than they have at school

Guide to Life is composed of ninety pages and eight chapters representing the core themes of the series released across a three-month campaign phase.

Fans tap through the "pages" guided by a neutral narrator, direct character quotes and freshly-scripted character dialogue - the combination creating an authentic, familiar and trustworthy voice. The guide includes bespoke animated elements and interactive polls/quizzes for an immersive experience, along with selected audio elements from the show’s soundtrack.

The guide educates without appearing preachy, the interactive elements and accessible format ensuring the audience has fun while learning these life lessons.

Posts to promote each chapter were published on the Instagram grid, allowing fans space to discuss the issues raised with each other in the comments.

The guide, which now sits on Instagram highlights, soon reached millions with fans tagging their friends, sharing widely and posting heartfelt messages of thanks.

The Guide to Life reached millions and regularly saw impressive completion rates of 75-85%. However, its success was more appropriately determined by the quality of the fan response.

It was the human reactions that validated the fact that the content being served to the fans - and beyond - was what they needed, wanted and would come back for more of.

82% of the fans considered the Guide to be more helpful than school sex ed and 79% now feel better about the changes they are going through.

The Big Mouth Guide to Life has helped cement the reputation of this Netflix Original as the go-to show for young people who want access to the sex education they deserve. It has even raised multiple fan requests for this to be turned into a real life book.