We mixed fiction with reality, and culturally translated the plot from ST to make the show relevant for Brazilians. In Brazil, during the 80's, there was someone whose stardom was full of stranger things: Xuxa. Her allegedly pact with the devil was a famous urban legend and part of Brazilian pop culture. During 30 years, she has always avoided the subject. For the first time, Xuxa joked about every rumor involving her name. From her doll possessed by evil forces that attacked children at night to her record that could allow people to hear the demon when played backwards.

In the video, Xuxa reenacted a popular segment of her show in which she read letters from the audience. Only this time she got one from Joyce, Stranger Things main character, asking Xuxa's help to find her missing son and introducing Brazilians to the show's central plot the most engaging way.

In the day previous to the video launch, we posted a video teaser on Facebook - a shot of a typical kid's room from the 80's. The camera navigated through the room, showing toys that made reference to the decade in Brazil. The camera goes smoothly until it finds the Xuxa doll, which was said possessed by evil forces. The doll suddenly has fire in her eyes and says "Demogorgon" - the evil on Stranger Things - in Xuxa's voice, instantly followed by another voiceover announcing: "In the 80's, all we had to do was believe", making reference to a famous song she released by then.

The teaser earned 1 million organic views and got people and press really excited about it. In the following day, we dropped the main video also on Facebook. And watched it becoming the most talked subject of the week in the country.

The video reached 10 million organic views in 24 hours and more than 140.000 shares on Facebook. It generated USD 1.2 million in earned media all over Latin America. From internet, magazines, newspapers and even TV itself, which competes directly with Netflix. It became impossible to not talk about the video in Brazil. Therefore, it became impossible not to talk about Stranger Things.

The campaign reached 65 million people in 1 week - that's basically everyone with internet access in the country. The video release date became the peak of Google searches for "Stranger Things" and also "Netflix" in Brazil throughout the whole year of 2016, proving to be an interest trigger for the audience not only about the show, but also towards becoming a new Netflix subscriber.

Our strategy could be described in just one word: nostalgia. Somehow, we had to convince Brazilians that Stranger Things could drag the audience to both an exciting thriller plot and an 80's nostalgic environment. So, first, we chose Xuxa, the perfect character to help us bring those subjects to life due to her relevance in the 80's and her stardom of stranger things. Teleporting her back to her show in the 80's inside an actual Stranger Things scene, while she reads Winona Ryder's character letter and brings up real taboos about her life was the perfect formulation to make the video a hit.

For its entire history, Brazil's entertainment scenario was based on TV soap operas and live studio programs. In this unwelcoming environment, the challenge was to launch Netflix's Stranger Things in the country, a series that pays tribute to the eighties in America and is full of Hollywood thriller references.

The goal was to create a campaign that resonated culturally with the Brazilian audience while building relevance for Netflix's new show.