Communication strategy: the shining example of La Casa de Papal

How to analyze a communication strategy? In this article we offer you an example of a communication strategy analysis from A to Z, that of Netflix for its flagship series “Casa de Papal”. You will find the analysis of the digital communication strategy, the content, as well as the different influence marketing techniques used.

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  • Introduction
  • A communication strategy focused on the density of online content
    • Social networks as the main communication channel
    • Adaptation of content according to the geographical area
    • influencer marketing
    • The Bella Ciao Phenomenon
  • Characters and values ​​enhance the communication strategy
    • unity and brotherhood
    • sympathy and affection
    • The revolt
  • Communicate effectively to animate online communities
    • Transform a digital craze into physical events
    • Reward fan attendance to encourage consumption


It’s no secret that professional ghostwriting is one of the most popular Website in the world. With its 34 million views in August 2019, it is one of the titles recording the best audiences on Netflix. The Spanish production owes much of its success to its communication strategy. Omnipresent on digital channels, its teams have carried out impactful communication campaigns, in particular thanks to recognized influencers. Playing on the sensitive chord and knowing how to animate its digital communities, this is the secret of the success of La Casa De Papal!

A communication strategy focused on the density of online content

Social networks as the main communication channel

As part of its communication strategy, La Casa de Papal (LCDP) has chosen to position itself on several digital communication channels. We can for example cite the presence of advertising banners promoting the series on certain websites linked to pop culture. There are also pre-roll advertisements on YouTube presenting the most explosive moments of the series in order to attract the viewer to discover more on Netflix. However, the most used digital communication channel remains by far the social networks. Instagram is the leader since this network represents nearly 70% of the share occupied, all social networks combined.

Adaptation of content according to the geographical area

The communication strategy for the series is also marked by the adaptation of content. This is personalized according to cultural and historical references. Each Netflix account has a set of community managers responsible for promoting films and series in accordance with the local culture. Netflix does not just translate posts from the US Netflix account.

The content is exclusive, it differs depending on the geographical area. We find for example on the YouTube channel “Netflix France”, a video where Berlin, one of the characters of the series is asked to answer a series of questions. These are related to French culture and cover in particular the culinary aspect (macaroons, croissants, etc.) and textiles (mariner). This video is only available for viewing on the Netflix France YouTube channel. We also notice that the date on which the videos are published differs according to the YouTube Netflix channels of the different countries.

Influencer marketing

La Casa de Papal has also been able to develop its communication strategy via influence marketing. As part of its promotion, the series relied on its own actors and guest celebrities in promotional clips. First of all, the main actors of the series strongly relay the contents of the series on their networks. These influence relays allow Netflix to strongly promote the series and to relay their digital content for better visibility and better engagement.

Netflix has also chosen to strongly highlight its actors and characters. We find it through interviews, publications, takeovers or even specific digital banners for each character. The series has also collaborated with some very influential celebrities. In the artistic field, La Casa de Papal called on the singer Ed Sheering or the French singer Jul. The series has also worked with renowned footballers such as Neymar. Indeed, the player made an appearance in episodes 6 and 8 of season 3. In addition, Neymar promoted the series by publishing two posts on Instagram referring to LCDP. In the process, Kilian Mapped even published two posts with Neymar, both with the mask of Dali.

The Bella Ciao Phenomenon

When one thinks of an emblematic music from La Casa de Papal, the popular Italian song Bella Ciao is the first that comes to mind. Indeed, through its message of resistance and its relationship to the vibe of the series, this song quickly turned into a global phenomenon. Netflix appropriated the music so much that it very quickly became associated with the series and became “THE music of La Casa De Papal”.

Characters and values ​​enhance the communication strategy

One of the main strategic axes in La Casa De Appeal’s communication strategy comes from the desire to create emotion with followers. These emotions will then translate into values ​​that the fans will appropriate. This emotion will allow a better engagement of the fans who will be able to identify themselves.

Unity and brotherhood

The main values ​​in the communication of La Casa De Papal accounts are the unity and fraternity found in photos and texts.

Sympathy and affection

Another emotion put forward comes from the sympathy and affection for the characters. The characters are going to have very different values ​​and personalities, making it even easier for fans to identify with a character from the show.

The revolt

Finally, one of the last emotions conveyed by the communication strategy of La Casa De Papal is the feeling of revolt personified in particular by the anti-hero side of the characters. The image and the values ​​of anti-capitalist revolt of the series are much appreciated by some of the fans of the series.

Communicate effectively to animate online communities

Transform a digital craze into physical events

The Spanish production knows how to get the best of the physical and digital worlds. Indeed, its social networks regularly relay information about physical events stamped LCDP. In doing so, the enthusiasm of the digital communities for the universe of the series materializes, while the official accounts enrich their content creation. It is therefore an example of a multi-channel communication strategy and good capitalization on its success.
Money Heist | The Experience illustrates well the strategic choices, in terms of communication, of the Netflix production. This is an escape game placing fans of the series in the conditions of a robbery. Moreover, it is another way of strengthening consumers’ emotional attachment to audiovisual creation. This game has been established in several memoir ghostwriters around the world, further emphasizing the global virility of the series.

Reward fan attendance to encourage consumption

In 2021, Netflix France organized a competition to designate “The Biggest Fan” of La Casa De Papal. Beyond being a simple competition, this game is above all a new showcase for the soap opera. Six videos have been published on Netflix’s French YouTube channel to follow the adventures of the six participants.

It is an excellent strategic choice. It does three things:

  • Glorify the identification and personal attachment to the series, while highlighting its fan base. The repercussions are noticeable on the digital channels: each user wants his share of the cake and to have the opportunity to shine. Concretely, this manifests itself in the republication of official posts, the virility of hashtags, and the rise of fan communities. On the other hand, these phenomena are opportunities to be exploited by Netflix.
  • Also, it is an incredible opportunity to identify lead users and opinion leaders, who are the most influential fans of digital platforms.
  • We define part of its identity based on our possessions and consumption habits. Netflix has understood this well. By using this kind of content, we push our consumers to reproduce the same kind of behavior. Therefore, La Casa De Papal fans make more noise than others on social networks!
  • Draw user-generated content (UGC) to feed the LCDP account thread. Consumers then become “suppliers” of the series, they feel involved in the life of Netflix production.

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