Although we were obviously delighted with these figures, what was far more exciting was how the campaign succeeded in capturing the public imagination.

Each post was met with a wave of excitement among the show’s fans—spanning casual viewers to the hardcore geeks.

The hype was enough to convince Netflix to tweet one of our teasers, much to the delight of the show’s followers.

This was also reflected in the reaction elsewhere online, where the news of the set was celebrated in niche forums.