Netflix's 13 Reasons Why resonated with teens because it didn't talk down; rather, it addressed the realities of teen life in a way that was often shocking but always authentic. Matching this genuine tone on the show's social channels was essential to maintaining viewer interest far beyond the premiere. Fans of the show are very active on Instagram, and expect to see their lives, and the lives of their friends, reflected in their Stories.
Both the show and the best-selling novel that inspired it feature a map of key locations, which trace Hannah's journey as she revisits the past in her tapes. With the 'Hannah's Map Stories' execution, we married this fan-favorite element with Instagram Stories to create social moments that felt modern, fresh, and impactful. In the show, the various locations provide the jumping off point for each tape. Likewise, our Instagram Stories series picked a location on the map and followed the story down the rabbit hole. Using footage from the show treated to look native to the platform, we were able to tell Hannah's story from a new perspective.
Just as the show touched a nerve with fans, Hannah's Map Stories gave them a visceral grasp on the powerful tale, because the Stories looked and felt true to life. This attention to detail paid off, as each story garnered 700k - 1M views.