The success of the series ‘Merlina’ was planned by Netflix and its creative advertising on social networks

Unlike other successful Netflix series like ‘Dahmer’, the phenomenon that caused ‘merlin’, Tim Burton’s production was meticulously planned by the creative marketing team who, a year before the premiere, had already started working on how to promote the arrival of this series in the streaming platform’s catalogue.

According to Marian Lee, the director of marketing division of the ‘Merlina’ series in an interview for agethe success of this new Netflix original production was not a coincidence, but rather there is behind a great advertising work that has managed to get this exciting story to various parts of the world.

Marian Lee revealed that the marketing campaign for ‘Merlina’ began at least a year before the series premiere, and for this it was essential to create a Twitter account with which the daughter of the Addams family began to interact with the whole world virtually as a character and not as an advertising entity.

As he interacted and voiced his opinion on relevant pop culture topics, such as the Emmy Awards and began posting videos with Jenna Ortega, “‘Merlina’ began to gain public attention on social media,” Lee said.

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Another important aspect for the advertising campaign that had Netflix’s “Merlina”. was the creation of an account on TikTok, the popular short video platform: “We knew that dancing was going to be something big. This is the thing with my team, it’s like a swarm of bees: we have 80% of the strategy planned, we leave the remaining 20% ​​to fan reactions, and from there we try to amplify it”, explains the marketing director referring to the popular dance that Jenna Ortega does in chapter 4.

Another of the strategies used by the creative team behind “Merlina” was to present Fingers in real life, such as on the red carpet of Emily’s third season in Paris, and several moments where Merlina’s friend Addams managed to sneak to scare people and draw eyes on The Addams Family series.

‘Merlina’ was in the top 10 popularity chart for a whole month

‘Merlina’ was premiered on November 23 and since its first weekend it was already part of Netflix’s top 10 as the most viewed of the moment, a position in which a month after its debut it continues to dominate, making it clear that it is a great success for the streaming giant and for its part the advertising team intends to continue to attract audiences.

The marketing director of ‘Merlina’ reveals that although the series is a worldwide success, there are still many people who have not seen it, so “the campaign is starting to change” and they are currently looking for ways to attract other audiences to that production has a greater reach, but for now it is a fact that it ranks as one of the most watched series of the year.