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Special Project

Special Project
From the 12th Annual Shorty Awards

Season 4 Lucifer Twitter Thirst Campaign

Finalist in Twitter Presence, Twitter


Much like Lucifer, who was banished to the depths of hell, the show bearing his name was dealt a similar fate when it was canceled by FOX. However, like a phoenix rising from its ashes, Lucifer was not only saved from the outcry of Twitter fans, but found it’s new home on a new platform: Netflix. But how does one take a series that was deemed unworthy by primetime and make it a bigger deal than it ever was? We focused on who was talking about the show - the fans on Twitter that saved it - and gave into their darkest desires.

Strategy and Execution

We started our fan-first approach by going down into the hellish depths of Twitter to identify the top conversation themes surrounding what fans love about Lucifer. And one topic rose above them all - Tom Ellis' butt. And so we went with it and the Season 4 Lucifer Twitter Thirst Campaign was born. Whatever fans wanted, we gave them, all while maintaining a social tone that positioned us as the biggest Lucifan of them all.


With over 136K new Twitter worshipers, a 37% increase, 780K engagements, 27 million impressions, and even a Season 5 renewal, it was a hell of a success. Proving that fan-first doesn’t have to mean low quality. Because when you find out what fans really want, have the confidence to give it to them. Even when it’s just a devilish butt.


Video for Season 4 Lucifer Twitter Thirst Campaign

Entrant Company / Organization Name, Netflix


Entry Credits