All Eyes on Adolescence👀

A campaign that commanded attention and had a fresh take on social storytelling…

If you haven’t heard of Netflix’s Adolescence, you might just be the only one 👀

To support the launch the series, Metro.co.uk created a multi-platform campaign built for maximum impact- and it delivered.

🚀 How they grabbed attention (and kept it):

• Double-page print takeovers in prime IFC (inside front cover, double page spread) positions, reaching 2.5 million people

• A First Scroll Takeover on metro.co.uk - grabbing attention the second you scroll

• A first-of-its-kind mobile logo morph, blending seamlessly into editorial and boosting engagement

• 4.2 million Urbanites reached through print, digital and smart outdoor placements

Plus, editorial support that added depth and authenticity, reaching 2 million ad impressions per day

While the package was valued at £300k, it’s likely through earned impressions and trade coverage the activity delivered above and beyond that value for Netflix💥

Widely regarded as one of the year’s most significant television releases, Adolescence is igniting meaningful conversations about the challenges facing today’s youth. The campaign’s presence across multiple touchpoints reinforces both its cultural relevance and resonance.

A Campaign Rooted in Real Stories

Netflix also teamed up with A View From A Bridge, the viral social platform known for its vintage payphone confessions - bringing raw, unfiltered voices into the spotlight. The collaboration goes beyond just promotion; it’s about connection.

Instead of simply promoting the show, the campaign leaned into themes that matter: the disconnect between parents and their children’s world; the pressures shaping young men today; and the emotional consequences of this rippling through society.

One of the show's lead actors, Ashley Walters, even opened up about his journey of fatherhood, making the conversation all the more personal.

So, why does this campaign stand out?

Social-first and native: Partnering with a creator whose content already resonates, this campaign feels organic, not forced – tapping into an audience that values realness over traditional adverts.

Deeper than a show launch: This was an invitation to discuss real-world issues, not just another show promotion.

Purpose-driven story telling: Built connection, credibility and cultural relevance - while still delivering visibility.

Why This Matters to You? 🎯

• More than a campaign - it’s a blueprint for brand-building in a noisy market. Here are some lessons we learnt:

• Lead with authenticity 🔑 Partner with creators who already speak your audience’s language

• Collaborate with the right voices💬Credibility beats pure reach - go where the emotional resonance is

• Explore deeper themes 🧠 Campaigns that go beyond the product leave a lasting impression

• Create room for real conversation💥 Don’t just broadcast - invite dialogue and cultural engagement

• Go multi-platform for maximum visibility From First Scroll Takeovers to OOH and editorial, consistent presence wins

• Blend content with context 📲 Creative integrations (like logo morphs) make content feel native, not invasive

• Use print to evoke emotion 📰 High-impact formats like IFC DPS and cover wraps offer a tactile, memorable moment that digital often can’t match

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That’s it for this edition of The Specialist View. We’ll be back soon with more sharp thinking, fresh perspectives, and the kind of media intelligence that helps entrepreneurial marketers turn ambition into action – and impact. Because specialist work is what we do – and as a proudly independent media agency, we’re equally proud of the passionate specialists behind it. Their curiosity, craft and commitment drive everything we deliver, from smarter strategies to standout results. It’s this depth of expertise and energy that sets us apart – helping our clients move faster, think bigger, and demand more from their media.