A multi-platform campaign across TikTok, Instagram and Facebook, led by Two Palms as part of Netflix’s agency village – a cross-agency collaboration that united creative, PR, experiential and media partners. Our remit spanned real-time capture and publishing, talent and fan storytelling, collaboration across Netflix and Wednesday’s global handles, and a post-event content plan to extend impact.
To generate cultural buzz and fan excitement for Wednesday S2 by transforming an immersive activation into a social-first campaign that amplified every eerie, unhinged moment and extended reach across Australia, New Zealand and the world.
We brought Wednesday Island to life online with a strategy designed to make the event feel as unmissable in feeds as it did in person. Across one week, we delivered three shoots and thirty-four edits in collaboration with cast and agency partners, shaping purple carpet arrivals, fan reactions, live performances and cast Q&As into content that immediately fuelled conversation.
From handing the Netflix ANZ Instagram to Thing in the lead-up, to making Wednesday Island the hottest ticket in town, to livestreaming Gwendoline Christie’s jaw-dropping return, the campaign seamlessly blended live event capture with platform-specific social storytelling. The viral Gwendoline Christie reveal edit alone hit eleven million views in just forty-eight hours, proving the cultural impact of the activation extended far beyond Sydney. The momentum didn’t stop when the event ended. We rolled out short-form edits and social-first formats, syndicated globally across @WednesdayNetflix, @Netflix and international markets. This ensured a one-day activation in Sydney became a sustained cultural talking point.