BRIEF
Big Mouth is an American adult animated sitcom created by Nick Kroll, Andrew Goldberg, Mark Levin and Jennifer Flackett.
Based on the success of launching Big Mouth Season 1 across all major social channels - and fresh from a 2017 Shorty Award nomination - Netflix and Social Life worked together in 2018 to launch the second season of the highly acclaimed animated comedy about a bunch of high school kids going through puberty.
The brief was to devise a social strategy designed to appeal to a YA audience, planning detailed and unique platform approaches across Twitter, Facebook and Instagram. It was imperative that a tone was set from the start which reflected the show’s core values and challenging themes, while at the same time entertaining fans with a healthy dose of humor.
APPROACH - AN OVERVIEW
Unleash your inner monster
The Season 2 campaign led with fan favorites, the hormone monsters, and treated followers to a multi-dimensional experience of the show and its characters. From Instagram character takeovers, to live social coverage at Comic Con, to the launching the first ever masturbation app with sex tips from Maury himself - the social offering provided something for every kind of Big Mouth fan.
APPROACH - Platform Strategy
Facebook
“Your puberty wingman”
Tapping into the show's most universal puberty moments to ensure mass discussion & awareness. The 'helpful' content pillar of sex ed tips, relatable moments and championing of fan creativity elevated the show above the dick jokes.
Instagram
“Step into the Big Mouth universe”
Centering the focus on the show's key moments, cast and creative custom content 'in-jokes' only fans would get built a sense of fandom and obsession.
Twitter
“What the hell is wrong with me? Oh yeah: puberty”
Going in hard (so to speak) on the text only tweets, this account was populated with the ramblings of a fictional 13 year old. We wanted it to gather a cult like following, similar to the teenage sass/meme accounts we all see popping into our feeds.
APPROACH - THE EXECUTION
PRE-LAUNCH
Hormone Monster vacay pics
To get fans excited about the new season, we posted daily vacation pics from the hormone monsters, with captions full of innuendo and filthy comments. We chose countries where the show has a big fanbase.
VIEW ON INSTAGRAM
Maury’s premature ejaculation of clips and images
Maury the hormone monster took to Twitter to "prematurely ejaculate" clips from Season 2, based on choices the fans made via polls.
VIEW TWEET
LAUNCH
Microsite meme generator
We created a microsite meme generator for fans to insert their name into a popular moment from the show and to share on social.
VISIT SITE
Andrew has a boner plane stunt
During launch week, we flew a plane with a sign reading “Andrew has a boner” over Austin City Limits festival in Texas and live tweeted the event, also sharing photos from people who had spotted it.
World’s first masturbation Facebook app
VISIT SITE
NYCC LIVE TWEET
This culminated in us releasing footage of the hormone monster taking his mask off and revealing himself as Nick Kroll.
VIEW TWEET
Designed condom wrappers for NYCC
INFLUENCER ENGAGEMENT
The show gathered many high profile and celebrity fans, relationships which were elevated via social media.
Redefining the way TV shows use social media:
Instagram AMAs
Bringing characters to life through a series of Instagram story takeovers, run live with direct access to the show's exec producers for ultimate authenticity.
FAN REWARDS
Bespoke character assets designed for fans based on their response to UGC challenges and delivered as 'surprise gifts' via Twitter direct message.
RESULTS
Season 2 of Big Mouth proved to be one of Netflix's most successful campaigns of 2018, surpassing expectations set by Season 1 both in terms of both numbers and creativity. The campaign captivated its social audience through striking a clever balance between lighthearted and crude puberty-driven humor; and the sensitive reflection of more serious issues such as depression, sexuality and safe sex.
The Big Mouth channels have become an authentic and important forum for YAs to chat and engage with one other - an extension of the Big Mouth ethos which seeks to destigmatize puberty and uses humour to bring people together.
Follower stats
IN 2018 FOLLOWERS GREW BY
Top posts
Fan Tweets
The Big Mouth online community is growing fast, with extremely active fanbases of 91K+ on Twitter, 262K+ on Instagram and 336K+ on Facebook.
Netflix and Social Life are currently working on the 2019 launch of the Big Mouth Valentine's special.
