Netflix’s Adolescence
Sparking discussion amongst a community of parents that don’t shy away from the tough conversations
*Source: poll activation - “Do parents understand the risks their kids face online?”
Brief in brief
Netflix partnered with Mumsnet to drive anticipation and awareness around the launch of its new drama, Adolescence.
Opportunity
With our highly active and socially engaged community, Mumsnet was the ideal platform to connect with parents who regularly discuss the complexities of raising teenagers. Mumsnet’s unique ability to foster real dialogue around challenging topics made it the perfect environment to explore the themes of Adolescence while building pre-launch buzz and post-launch debate.
Partnership overview
The campaign rolled out in March to coincide with the show’s release and included a preview page with early access reviews, Precision targeted display, a dedicated watch thread, a guest Q&A, a reach takeover and email sponsorship. This approach built anticipation, achieved scale, and activated meaningful engagement around the show’s launch.
Results
Watch thread & Q&A: Sparked live conversation and emotional engagement during and after viewing.
Result: 485 comments including debate on core societal issues (+316% vs KPI), 44.6k pageviews (+2130% vs KPI)Editorial – preview page & early reviews: 30 users were given exclusive access pre-launch to watch and review Adolescence. The content page served as a hub for campaign content and key information.
Result: Strong community interest and engagement; 3870 pageviews (+29% vs KP), 62 entries, 1 min 22 dwell timeDisplay – Multiple high-impact formats: All creatives exceeded CTR benchmarks.
Result: 5.5M total impressions delivered; Reach takeover achieved 0.07% CTR. A blend of Precision targeting cohorts ensured we reached the most relevant audiences. Highest CTRs were delivered from those interested in themes and societal conversation (AIBU at 0.12% CTR, violence at 0.1% CTR, retargeting at 0.1% CTR and tv shows at 0.9% CTR)Email sponsorship: Delivered scale and relevance at launch, aligning message with the parenting community’s needs.
Result: Strong performance across click metrics with an average 1.31% CTR across the 5 day sponsorship (+550% vs. KPI)Poll activation – “Do parents understand the risks their kids face online?”
Result: 300+ votes, with 80% answering “No”; drove continued conversation around the show’s core message, 2450 pageviews
