In the summer of 2023, Netflix launched One Piece, a live-action adaptation of the legendary manga/anime by Eiichiro Oda. Working with our partners at Netflix, our goal was to create a highly active community management plan that convinced hesitant fans around the globe to climb aboard for this unique and groundbreaking live-action adventure.
The announcement of a live-action One Piece was initially met with skepticism from fans. They doubted the authenticity and creative intentions of the adaptation. Our community management campaign started immediately by showcasing our natural and infectious fandom for the property. Positioning the brand as an authentic One Piece fan, @OnePieceonNetflix won over some of the community’s most vocal naysayers.
During every beat of the campaign, we created conversation touch points for fans to share their excitement. Aligning with the “true fan” sentiment, we showed deep respect for series creator Eiichiro Oda, showing the fans how much we love One Piece.
Our furious fandom for One Piece was infectious and built a bond of trust with the community, opening the door for people around the world to give the series a chance.
Our campaign transformed the conversation surrounding One Piece, with the sentiment shifting from 90% negative to 90% positive. Over the course of the campaign, we gained over 4 million followers across our official accounts and generated billions of impressions.
One Piece captured the zeitgeist and truly owned the moment. The series launched to immense praise from fans and a record-breaking season 2 renewal from Netflix.
