Season Two of BoJack Horseman had more celebrity cameos, more genius jokes, and more gimlet-eyed looks at depression, all of which helped turn the series into a critical favorite. Netflix and Ignition partnered to create a social campaign that was as hilarious and groundbreaking as the show itself. Our strategy: Bring BoJack Horseman, well-adjusted celebrity, to life across social.
The Campaign
Season Two of BoJack Horseman had more celebrity cameos, more genius jokes, and more gimlet-eyed looks at depression, all of which helped turn the series into a critical favorite. Netflix and Ignition partnered to create a social campaign that was as hilarious and groundbreaking as the show itself. Our strategy: Bring BoJack Horseman, well-adjusted celebrity, to life across social.
An Exclusive First Person Experience through BoJack's Eyes
BoJack leveraged Instagram's inherently visual nature to tell the story of his everyday life as a celebrity in Hollywoo. Netflix and Ignition identified opportunities to create never-before-seen illustrated assets as exclusive pieces of content for BoJack's Instagram that felt relevant and topical. The resulting images showed BoJack grabbing tacos with comedian Aziz Ansari, submitting to a selfie with his superfans in 5 Seconds of Summer, causing a riot on the rink of an L.A. Kings match, and much more.
Giving Back to the Fans
BoJack Horseman loves interacting with his adoring public, so his Twitter feed became a place for chatting with fans, hobnobbing with celebrities, and sending out the occasional drunk tweet. On Tumblr, BoJack recognized fan artwork and responded to messages that ranged from hilarious to heartfelt. Fans who dressed like BoJack or his friends for Halloween, helped him find a gift for his lazy roommate Todd, or just caught his attention with a clever tweet were rewarded with goodies like character themed bobbleheads and signed headshots, which always resulted in a flood of thank yous and excitement on social. BoJack also sent personal daily replies to the numerous fans who contacted him through the email address listed on his personal website, BoJackHorseman.com.
The Social Campaign
In addition to in-world content on Instagram, Tumblr, and Twitter, we maintained BoJack's wildly outdated website and managed a Facebook page where fans could find and share clips, memes, and GIFs pulled from the show. Characters Princess Carolyn and Vincent Adultman created their very own LinkedIn profiles where they offered their own humorous brand of professional advice and engaged with their followers. All of this resulted in legions of happy fans and significant engagement and follower growth.
Total Impressions: 101M
Total Shares: 216K
Instagram Growth: 128%
Twitter Growth: 92%
