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From the 14th Annual Shorty Awards

I’m Watching… YOU

Finalist in Television


Joe is back and, this time, he's bringing his wolf-pack with him. In YOU’s third season, we see Joe settle down with his wife, Love and their new son, Henry in suburban Madre Linda. While they are trying to be the family next door, we come to understand that it is going to take more than a white picket fence to change Joe’s ways, especially with Love in the mix. 

For Season 3, we knew fans were going to die (not literally- Joe!) to see Joe and Love’s attempt to be normal neighbors next door while they resist old habits, what married life is like for (literal) killer parents, how their past comes back to haunt them, and what behaviors are beyond repair forJoe and Love. It was our job to blow that world out for them.

Strategy and Execution

While @younetflix is never totally gone, we wanted to return in a big way that rewarded the fans who come through each and every time we post. As we led up to Season 3, we wanted to amp up activity and give fans tons to talk about, reliving some of their favorite moments from past seasons and teasing the big things that await them in Season 3. We activated a custom (and dare we say iconic!) date announcement and baby name reveal, blew out the trailer drop with fan CTAs to call Joe and Love at their new home, a live tweet to recap all the chaos that has gotten us to this point, and a fan screening of Season 3’s first episode for an exclusive group of fans a few days prior to launch. 

Thought you wolfed us before? Well, we needed you to be full-on howling for Season 3. We took everything fans loved from the YOU seasons prior and blew it out x1000, making the YOU world more heightened and elevated than ever before. We took our campiness to the next level with pieces like our baby Henry book series and Camping with Cary. We gave our memes a fresh look with content buckets like our “Overheard in Madre Linda” assets and custom character-focused content like a Sherry fit breakdown. We even worked in bespoke creative pieces such as our Henry’s thoughts a/v or a Joe “are you flirting with me” supercut.

Even Joe’s most critical voice over would have a hard time critiquing what we put out into the social ether!


Joe and Love might have wanted to stay under radar, but we were sure to keep YOU in the cultural conversation. 

Aside from trending at multiple points before, during, and after our launch date on Twitter, we grew our already massive following by nearly half a million, and garnered over 400M impressions throughout the campaign. To date, our trailer has garnered over 37.4M views and our date announcement/name reveal asset has amassed over 15.5M views across YOU, Netflix, and talent posts. We slayed our Twitter activation, with 388K uses of our hashtag and custom emoji. FInally, not only were we #1 on Netflix for 3 weeks, but we maintained a constantly engaged fan base well beyond that time frame, with whom creating viral moments is a shared responsibility, Cardi B included– I know that’s right!


Video for I’m Watching… YOU

Entrant Company / Organization Name

Ralph Creative, Netflix

Entry Credits