If you’ve seen an influx of leaf emojis flooding your social media feeds in recent weeks, don’t worry. I’m not being stalked by some crazy botanist.
The leaf that’s been appearing on tweets and Instagram profiles these days is actually a calling card for die-hard fans of Netflix’s latest hit, Frankenstein.
So why the leaf emoji?
This is a gentle reference to Jacob Elordi’s Creature character and the moment when Mia Goth’s Lady Elizabeth Harlander gives her a thoughtful gift, a leaf, which she warmly receives.
Tender moments amidst the macabre story made the film a hit among experts and audiences alike.
Since the film directed by Elordi and starring Oscar Isaac was released on the streamer in October, it has captured the internet’s attention, with praise for the stylish direction by Oscar winner Guillermo del Toro and the heartfelt performances by the all-star cast, including “Inglourious Basterds” actor Christoph Waltz.
Netflix has successfully used similar strategies to increase the profile of viral titles such as KPop Demon Hunters and holiday thriller Carry On, leveraging goodwill with strong social media campaigns.
Netflix generated 1.2 billion impressions on its social media pages in the first five days of streaming “Frankenstein.”
The 11-hour time-lapse video of Elordi’s intense make-up transformation into Frankenstein’s monster alone garnered more than 285 million impressions worldwide.
But the secret sauce was a passionate community of movie fans who rallied around the film and called themselves “Frankenfans.”
Streamers amplified these voices of support by reaching out to their most rabid fans and sending them exclusive merchandise packages to keep the good vibes going.
Netflix is also working with notable creators whose personal brands complement “Frankenstein,” including a famous cosplayer who highlights the project’s extravagant costumes and a puppeteer who attended the premiere with a small recreation of the film’s cast.
All the love online led to a monster hit. The film has been at number one on Netflix for the past two weeks, receiving 29.1 million views in the first week and 33.8 million views in the second week.
“Frankenstein” was in Netflix’s top 10 in 93 countries and took the top spot in 84 countries.
Its popularity extends far beyond mere viewership, with Netflix’s movie tie-in version of Mary Shelley’s novel posting a 180 percent sales spike via Penguin Classics in the week following the film’s release, and actors Elordi and Goss soaring to the top of IMDb’s most searched stars list, dubbed the “Frankenstein effect.”
The film is poised to do well this awards season, with Elordi and del Toro in particular getting a lot of buzz for their work on the project.
But whether or not the title has Oscar staying power, “Frankenstein” won’t be making headlines anytime soon.
