Netflix needed to bring all the conversation around their reality titles under one umbrella. When there’s a lot of crossover between fandoms and every cast member is an influencer, the social media gets kind of messy. And not in the juicy, fun reality show way.

We took the fan term “Netflix Reality Universe” and made it real thing—a distinct brand that could unite Netflix reality shows, cast, and community. From a fan superlative vote to branded merch to NRU events, we made the Netflix Reality Universe part of pop culture, to the tune of 152million potential reach in the first week. And like the actual universe, it was all organic.