Netflix

THE BRIEF

Franklin is a gripping Netflix series set against a complex backdrop of crime, deception, and survival. This season, the emotional stakes are higher, unraveling powerful themes of love, revenge, sacrifice, and redemption.

The campaign objective was to generate buzz by spotlighting the on-screen chemistry between Daniella Rahme and Mohammed Al Ahmad, a couple that fans already love and to focus on maximizing regional impact and content creator engagement across the Gulf and Levant. Our goal was to target existing fans of Daniella Rahme and audiences interested in Syrian and Pan-Arab series, while also attracting new audiences.

THE DELIVERY

• To generate conversation, we released a trailer announcement to top-tier MENA media outlets, including Hia, Haya, Zahrat Al Khaleej, Layalina, Laha, Elle Arabia, and Al Rabia FM. This strategy created early media buzz and positioned the show as a must-watch upcoming release.
• We strategically partnered with Blinx to give them a 30-minute exclusivity before wider distribution. This exclusivity helped drive initial interest, leading to 5,293 likes, 78 comments, and 4,184 shares, and +350K views while generating extensive media coverage.
• To further amplify pre-launch excitement, selected media received early access to the first two episodes. This included The National Newspaper, Decider, and Hia magazine, further reinforcing the show’s anticipated impact.
• Our primary focus was to highlight the chemistry between Daniella and Mohammed. We collaborated with Jamalouki on a cover shoot featuring both talents, styled within the theme of the show. We received coverage across social including, cover image, individual photoshoot, group photoshoot, digital video, whiteboard game video, interview, and the cover shoot in the magazine.
• A press junket featuring Daniella and Mohammed was held at The St. Regis Downtown Dubai, attended by top tier media and content creators to highlight the on-screen chemistry between the two talents including; Blinx, ET Bil Arabi, Sky News Arabia, Hia magazine, Sayidaty, CinematK, The Rahals, Elene Al Sabbagh, and Amina Hussein.

In addition to the junket, we leveraged Daniella’s strong regional profile to explore beauty and fashion angles while discussing Franklin. This included exclusive interviews with Elle Arabia and Harper’s Bazaar Arabia.

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: 150+ (across online, print, and social media)​
• Media engagement – Interviews conducted: 11 with a total reach of 6.8M+​
• Jamalouki Collaboration: 17 pieces of coverage, with a viewership reaching 1,200,000 and over 130,000 likes across Instagram and TikTok.