To launch Young Sherlock, Prime Video needed a campaign that would shine a magnifying glass on the series, driving global awareness, excitement, and motivate audiences to watch. The aim was to activate creators whose audiences closely align with the show’s target demographic, using their platforms to spark curiosity, conversation and discovery around the series. A thrilling task with scale, style and immersive storytelling, we donned our deerstalkers and were on the case.

Curating a four-day influencer experience, we took over 35 carefully selected creators and immersed them into the world of Young Sherlock. From the airport, Oxford, London and the Premiere, the entire experience was tailored to provide a mystery-driven, interactive experience which ensured the creators could tell the story through their own content and platforms. Across each location were themed challenges, cinematic content environments and opportunities for creator-first content moments. The ultimate influencer-led experience to celebrate and showcase the fantastic new Prime Video series.

Travelling from all across the globe, creators were welcomed at the airport by our brand ambassadors and in-character actors, presenting a themed letter to set the tone for the mystery to unfold over the coming days. We then transported the creators to the luxurious Estelle Manor - perfect for a premium atmosphere and exceptional content capture opportunities. The welcome dinner we hosted in the evening, with period-inspired props, bespoke menus, music and cocktails, created an environment that fully immersed our creators into the 16th century world of Sherlock, resulting in a series of highly engaging and visually rich social moments.

The creator journey then moved to Oxford University, the historical setting that helped inspire the sets, locations and visual identity of Young Sherlock. We worked closely with the University of Oxford and Bodleian Library to curate a series of iconic locations used within the series itself. These spaces were carefully styled to provide cinematic content capture opportunities for the creators, and were each designed around a different moment of discovery, including a lock-picking masterclass, pickpocketing workshops and themed editorial photoshoots.

The experience continued in London with an exclusive takeover of Guy Ritchie’s The Lore of the Land pub. We transformed the venue into an authentically mischievous extension of the show’s world, with actor-led bar brawl scenes, penny farthing photo opportunities and Sherlock-inspired pub games. For many, the highlight of the takeover was the key cast of the show appearing behind the bar to pour pints and serve drinks. Sherlock and Moriarty themselves, Hero Fiennes Tiffin and Dónal Finn playfully engaged with creators and posed for content capture, resulting in some of the best performing content from the experience.

The creator journey concluded at the Young Sherlock London premiere where we helped influencers capture red carpet moments, premiere reactions and behind-the-scenes content to extend the campaign’s reach across global audiences and perfectly cap off the thrilling 4 day experience.

Every location in the experience was carefully selected to reflect the tone, atmosphere and aesthetic of Young Sherlock as well as providing cinematic environments for enthralling content capture across our creators.

• Estelle Manor was chosen for its luxurious interiors and strikingly grand exterior, providing the perfect backdrop for premium on-theme content capture.

• Working closely with the University of Oxford and Bodleian Library allowed us to unlock historic spaces which are deeply connected to the show’s world. The powerful legacy of intelligence, investigation and academic excellence made it the perfect location for our Sherlock-inspired creative storytelling.

• The NoMad London, located in the historic Bow Street courthouse and former jail, brought an authentic sense of intrigue and mystery to the campaign, echoing the themes of investigation and justice which define Young Sherlock.

• The Lore of the Land pub, which is owned by Young Sherlock director Guy Ritchie, became the perfect venue for a playful London takeover, transforming the pub into a lively extension of the show’s world and the perfect space for our creators to produce unforgettable social moments with the cast.

• 726 pieces of content created
• 54M+ video views
• 43M+ followers reached
• 1.5M+ engagements
• $3.5M+ earned media value

At the heart of the campaign was a simple idea: immerse creators into the world of Sherlock and allow them to tell the story through their own voices and platforms. Managing the programme from end-to-end, from the ideas, hotels, cars and logistics through to the experiential design and creative production, the result was a global social storytelling moment with over 35 international creators that drove awareness, engagement and viewership for the Prime Video series.