The Campaign

This was a monster, globe-spanning promotional endeavor. We knew that we were speaking to a massive and dedicated (and massively dedicated) fanbase, so our primary goal was to make sure we approached the material with love and respect. We needed to show the fans that we were also fans. Every detail would be scrutinized.

Additionally, Netflix had an uneven history of Anime adaptations, with the live action Death Note and Cowboy Bebop leaving a bad impression with fans and critics alike…

Through dedicated social channels, we began by posting easter eggs and small bits of information to earn the fans trust. Over the course of the campaign, our One Piece social channels garnered 3.5B Impressions, 2B views, and 760M engagements. The most engaged social content for a season one EVER at Netflix.

This was just one small part of our marketing campaign, but it was an integral first step to showing that we understood and had deep reverence for One Piece.

The series premiered at #1 in 46 countries and was immediately greenlit for 2 additional seasons.