To tell the story of The Haunting of Hill House across social we needed short form video that clearly communicated one thing - Netflix was there to scare. While crafting our special shoot concepts we filtered them all through a simple mantra: Creepy lingers longer than jump scares. We wanted to quickly set the tone for the series that would linger in the minds of fans throughout the entire campaign.
Starting with an in-world series, that debuted in the middle of the night, we frightened fans with glimpses of the Crains' dream home turning into a living nightmare. Then to help fans get better acquainted with the Crain family and the multiple timelines featured in the series, we forced each character to confront their past in a mirror recognizable to fans of series creator Mike Flanagan. And finally, our launch piece invited our imaginary friends across social to come play with the Crain children.
Across platforms these videos gained 5.9M impressions, 2.7M views and 114K engagements, all without any paid media. Additional impressions were gained by the large cast, who also posted to their personal social channels.