With its first season, the series immediately charmed its audience and everyone loved the characters and romance.

However, just like in the books, Season2 was about to shift focus to new characters and new romances, because the series is about so much more.

So, we had to find a way to re-engage the audience and remind them what they actually fell in love with: the masterful INFUSION OF MODERNITY into a HISTORICALLY INSPIRED SHOW (eg: multi-ethnic cast in a regency-period piece, the underlying feminist rhetoric in an 1800s narrative, the soundtrack enriched with string quartet covers of contemporary pop songs, the reinterpreted costumes and so on.)

OBJECTIVES:

1. NEW SEASON AWARENESS, beyond Netflix Romania channels audience;

2. ENGAGEMENT, BUZZ & POSITIVE REACTIONS FOR NEW SEASON

- Create a great piece of content, that people would enjoy and love.

- stimulate hype & positive sentiment around launch, despite new season changes.

A Twist On “Then-Meets-Now”

To promote the new season, we brought to life the “then-meets-now” element of the show, but flipped it around, infusing the modern times with the unique Bridgerton vibe.

Bridge between series' universe and today’s social media landscape:

In Bridgerton society, dances play an important role, creating the setting for the ton’s main events and for the most meaningful interactions between characters.

Also, they're spectacular to watch.

In nowadays’ society, dances are still big, especially on social, given our target’s soft spot for TikTok dances

So, we used DANCE as bridge between series’ universe and today’s social media universe.

"THE DANCE OF AN ERA" - SOCIAL MEDIA MEETS THE HIGH SOCIETY.

In a carefully crafted piece of content, we recreated a high society dance, where we reimagined influencers as the equivalent of today’s high society, then reinterpreted contemporary music and TikTok dances to fit the Bridgerton aesthetic.

YOUNG ROMANIANS (18-34 YOs), who get their „kicks” on Social Media, with snackable content (especially TikTok). Easily bored& want to be surprised, so content has to be a little extra: entertaining, interesting subject, beautifully crafted or revealing something new from their favorite creators

For the launch, we divided them into:

1. FIRST SEASON FANS:

they loved Bridgerton and grew fond of the cast, but now the leading characters are going to be completely new;

Approach: remind them of the other elements that make Bridgerton one-of-a-kind, convincing them to keep watching.

To reach them: go on Netflix Romania’s social channels.

2. THOSE WHO NEVER WATCHED THE SHOW:

APPROACH: grab their attention with what makes Bridgerton so great, to make them give it a chance, even if they’re not into romance or period pieces.

To reach them: expand beyond Netflix’s own channels, using influencers they love and the power of great content.

THE DANCE OF AN ERA:

To fully capture the Bridgerton charm and provide the same entertainment quality, the launch had to be a-show-in-itself, with high production standards and great attention to detail.

So we:

-Involved Romanian classical dance titans: Elwira &Mihai Petre and top local TikTok dancers (Ana Gum, Emanuel Neagu, RuxxandraT).

-Mixed classical dances (Waltz, Polka, Quadril) with Tiktok-trending dances (Dancehall, Hip-Hop, Shuffle), studying their rhythms to blend perfectly.

-Reinterpreted contemporary popular music in classical style (like in series), with Amadeus StringQuartet covering Smiley's "Vals" & Luis Gabriel's "Toate Diamantele" (TikTok trending sound during campaign, befitting the "diamond-of-the-season" series’ narrative).

- Shot @The Romanian Athenaeum: most sumptuous and classical-looking place;

-Used original show dresses, but also created some modern-classic outfits matching younger influencers’ style.

-Used same camera lenses like those used filming Bridgerton, for perfect resemblance.

Then published it on Netflix Romania's social channels and on all influencers' channels.

1. VISIBILITY

REACHED AN AUDIENCE OF 6.7M, more than Netflix Romania's 6.3M Audience, with a small media budget.

We attracted new audiences beyond season's regular fans and reached Tiktok dance enthusiasts, with 5.2M VIEWS ON INFLUENCERS' TIKTOK CHANNELS.

2. CONTENT RESULTS:

People fell in love with our video, suprassing all previous benchmarks:

- NETFLIX ROMANIA FACEBOOK POST: Better Engagemet than ever in page history:

7.2x more shares

11.1x more comments

10.1x more reactions

4.7x more 1-minute views

AVG. +5,7% higher results on all indicators.

- NETFLIX ROMANIA YOUTUBE VIDEO:

performed 3x better than any other global Bridgerton asset, including official Trailer, with 14% engagement rate.

3. SERIES INTEREST

Bridgerton S2 became the No.#1 Series in Romania for 3weeks, stayed in Top10 for 6weeks.

4. SENTIMENT: 100% positive sentiment measured on both NetflixRO and influencer’s channels, avoiding negative conversation about series’ changes, and getting praise for our video use of influencers.