SEASON ONE OF KLEO SIMPLY DIDN’T LAND WITH A BROAD AUDIENCE.

Its audience was mainly made up of men, 35+.

Our strategy was therefore based on THIS: the need to bridge the gap between THEM and the rest of the desired target group (women, Gen Z, people aged 25-35…).

We aimed to do this through a campaign that leveraged cultural truths and insights to position Kleo as a nuanced show with depth.

Insights:
#1: Nostalgia was a big topic across all segments, especially in relation to music, locations and aesthetics (the latter particularly for Gen Z). Gen Z is also considered the ‘most nostalgic generation’, for whom pseudo nostalgia is often at play.

#2: There’s a widely-held view that Germany is not able to produce high-quality entertainment. Other streaming services had recently cut down on German productions.

Tapping into nostalgia served a purpose for those who lived through the time in which the series is set (25-35 year olds), and also for those who did not (Gen-Z, through pseudo nostalgia). Kleo’s 80s/90s aesthetic could be leveraged to generate more interest in the series through its soundtrack, visuals and style.

We tackled the “Germanness” stigma head-on, explicitly celebrating this German production by highlighting the most German parts about it.

the outcome

The campaign concept played on East and West German nostalgia, incorporating both visual cues and wordplay, while also integrating hyperlocal elements for the German audience.

The assets used in the campaign included a blend of social-first AVs, classic memes, and editorial content, all designed to engage a broad audience. The following social assets were created and posted across Netflix’s owned channels on TikTok, Instagram and YouTube.