Netflix

THE BRIEF

The Exchange Season 2 is the continuation of Netflix’s hit series, set in 1980s Kuwait, which follows two ambitious women navigating a male-dominated stock exchange while balancing societal expectations.

Our campaign focused on reinforcing the themes of female empowerment, identity, and ambition while leveraging the nostalgic and visually striking 80s aesthetic and fashion. Our goal was to drive conversations across the MENA region, particularly in KSA, while engaging existing fans of Season 1 and attracting new audiences.

THE DELIVERY

• To generate early anticipation, we released a first-look teaser to top-tier MENA media outlets, including Hia, Al Sharq Al Awsat, and Annahar Newspaper. This strategy ensured early media buzz and positioned the show as a must-watch upcoming release.
• We strategically partnered with ET Bil Arabi to give them a 30-minute exclusive before wider distribution. This exclusivity helped drive initial interest, leading to 1,870 likes, 52 comments, and 611 shares, and +160K views while generating extensive media coverage.
• To amplify pre-launch excitement, selected media and CCs received early access to the first two episodes. This included Ahmad Almarzooqi (TikTok & Instagram), Amina Hussein (TikTok & Instagram), and Series Talk (YouTube), ensuring substantial organic reach and authentic discussions across different platforms before the official launch. Additionally, reviews were secured with Hia Magazine, MovieGoer, Rashid Alfalasi, and Osama Qaq (TikTok & Instagram), further reinforcing the show’s anticipated impact.
• We hosted an exclusive 80s-themed red carpet dinner featuring lead actresses Mona Hussain and Rawan Mahdi. The event brought together media, influencers, and Netflix representatives, generating significant coverage from Blinx, ET Bil Arabi, Sky News Arabia, Hia Magazine, Hadeel Marei and Maha Jafaar. The coverage across these platforms generated significant visibility, with a total reach of 23,400,00 across Instagram and TikTok.
• To engage a wider audience, we partnered with Elle Arabia to create a “Get Ready With Me” video featuring the lead actresses. The content resonated well with fans, with a total of 151,426 views on Instagram and TikTok with overwhelmingly positive engagement.
• Coverage: Mona TikTok & Instagram – Rawan TikTok & Instagram.
• Strategic collaborations with influential content creators, including Amina Hussein for fashion commentary and Nirvana for bold, 80s-inspired styling brought the show’s aesthetic to life. These partnerships not only showcased its distinctive influences but also ignited conversations around its fashion narrative.
• To continue the momentum post-launch, we secured interviews with leading outlets such as Hikmat Wehbi Podcast and Dose of Emirates. These interviews not only provided deeper insights into the show’s narrative and strengthened audience engagement but also played a key role in building the talent profiles, reaching a total of 1,009,100 on Instagram and YouTube.

THE OUTCOME

• Strong audience participation, with high engagement rates on key social posts, demonstrated excitement for the new season. Additionally, earned opportunities with content creators further amplified engagement, extending the show’s reach and impact.
• Total pieces of coverage: 340+ (across online, print, and social media)​
• Media engagement – Interviews conducted: 8 with a total reach of 23M+​
• Dinner attendance: 61 guests, including media representatives, content creators, the Director, the Co-Director and Producer, cast, and members of the Netflix team​