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Special Project

Special Project
From the 13th Annual Shorty Awards

The Umbrella Academy - Season 2 Campaign

Audience Honor in Television


In season two of The Umbrella Academy, our super siblings traveled back in time to the 1960s…and brought our campaign with them. Our goal was to solidify and strengthen the fandom we created in Season 1 by feeding them content for their faves, taking on a fresh look, and making every single fan feel like a Certified Brelly.

Strategy and Execution

Season one left fans asking: Where are the Hargreeves? We countered with: When? 

Throughout a prolonged pre-launch period we kept devoted fans engaged through interactive opportunities, tactical community management tactics, and surprising A/V. And yes, you could say we occasionally trolled our own fandom from time to time...but we promise they loved it! We dropped vague hints through bespoke character posters, custom A/V and even our key art – all of which kept fans (and press) constantly guessing. Our ultimate goal was to break through a crowded superhero market with a fan-oriented voice and unexpected conversation starters.

But the fun didn't stop once the show launched...Throughout our campaign we combined our classic voice with 60s-inspired visuals to create engaging pieces and unique community management. We continued to push interactive content as well, with a custom filter, a tik tok challenge ammassing over 3.9B views and an extremely niche game of I spy...

All along, we proved that we weren’t just an account that posted teasers and memes for fans, we were an account that freaked about about those teasers and memes alongside them. With every talent post and plot twist, we were geeking out as much as them.


Over the course of our season two campaign we gained 4.4M new followers and 379M impressions. Additionally, The Umbrella Academy was listed as one of the top searched for shows of 2020 by Google. We kept our pages exciting by constantly surprising fans, focusing on extraordinary community management and ensuring the entire fandom that we were just as obsessed with The Umbrella Academy as they were. 


Video for The Umbrella Academy - Season 2 Campaign

Entrant Company / Organization Name

Ralph Interactive, Netflix


Entry Credits