Launching Squid Game 2

To succeed, we needed to stay up to date on what people were talking about. By keeping track of these conversations, we would ensure that Netflix gave Swedes, Danes, and Norwegians the urge to dive back into the Squid Game universe. To do this well, we also had to have a close collaboration together with Netflix’s other partner agencies to maximize effect in all channels. 

To build hype before the release, we created social media content during the events and stunts held in Copenhagen and Stockholm and made sure to create content based on these and the target groups behavior on different social media platforms. Post launch we used social listening and a neat team to quickly and reactively engage with trending topics. This positioned Netflix as the go-to source on social media for everyone who couldn’t get enough of Squid Game 2— and created a hype around the show being a must to watch again. 

By creating content for the right target groups on each market together and based on the platform’s prerequisites, we kept the conversation going around the show by getting to know existing fandoms and building cultural impact on social media in the Nordics during the campaign 

By the launch of season two, it was also clear that Squid Game was now the third most-watched Netflix show of all time.