Steel Ball Run
A much-loved arc of JoJo's Bizarre Adventure with a loyal fanbase and strict partner guardrails. Title-level social that balanced sensitivity, hype and brand image, then travelled to twelve markets.
The brief
Steel Ball Run is the part of JoJo's Bizarre Adventure fans had waited years for. The brief was to build the hype without tripping the guardrails a title like this carries: content partner rules, spoiler etiquette, and a community that notices everything.
What we did
We wrote and produced the social editorial for Netflix Global Anime and Netflix Japan, then syndicated it to ten more markets: UCAN, France, Korea, the Philippines, Australia and New Zealand, Indonesia, Thailand, Turkey, Chile and Poland. Sixty-plus deliverables, six teams, four approval streams, one voice.
What happened
54.2 million impressions, 5 million engagements and a 9.24 percent engagement rate across the run. The teaser alone passed a million views on a single channel.
juo.sg production and post