Desaparecido – Desagertuta (Netflix)

Social Media Strategy

Role: Social Media Strategist and Content Creator
Period: November 2024 – May 2025
Platforms: Instagram
Industry: TV series / entertainment

Project overview

Desaparecido is a mystery series produced by Grupo Izen for Netflix. I was responsible for creating the full social media strategy and leading content creation for the launch. The project involved developing two connected Instagram accounts, designing a multi phase narrative strategy and building an interactive viewer experience. The strategy had to be developed twice. The series was originally planned for a full season drop, but Netflix later chose a weekly release, so the entire plan was rebuilt to suit an episodic rollout.

Global Strategy

Objectives

Create a full launch strategy suited to both full season and weekly release formats

Build an immersive social experience that supported the mystery driven narrative

Develop two Instagram profiles with clear identities and complementary roles

Design content that encouraged active viewer participation in solving the story

Deliver all prepared assets and strategy materials ahead of the series premiere

Target Audience

Fans of Spanish mystery dramas, viewers who enjoy interactive storytelling and audiences who like to theorise, investigate and follow character driven social media accounts.

Strategy & Approach

  • Worked directly with Netflix’s communications team throughout pre launch planning

  • Coordinated strategy and approvals with Pausoka’s communications team

  • Ensured both teams were aligned on tone, scheduling and narrative approach

  • Managed multi language requirements for Spanish and Euskera content

1. @jonagirretapuntu

A fictional personal Instagram for the main character.

  • Curated to feel authentic and natural

  • Final post aligned with the series timeline

  • Built to emotionally connect viewers with Jon’s disappearance

2. @desaparecido.serie

A companion account designed for audience participation.

  • Shared clues and subtle hints

  • Dropped story fragments tied to each episode

  • Encouraged fans to theorise and solve the mystery week by week

Initial plan: high impact, full season drop strategy

Reworked plan: weekly cycles including clues, recaps, character insights and interactive prompts

Structured pacing to keep viewers engaged for the duration of the season

  • Character led posts in Spanish and Euskera where needed

  • Clue based graphics and motion assets

  • Short format videos shaped around the mystery

  • Coordinated timelines between both accounts

  • Built complete content packages for each episode

Creative Work

Social first

Key Achievements

Delivered a complete launch strategy for both release formats

Created two fully developed Instagram accounts with distinct identities

Built an immersive social experience to deepen audience involvement

Designed interactive content that supported weekly mystery solving

Prepared all assets and timelines ahead of the premiere

Challenges & Solutions

Challenge: The series shifted from a full drop to a weekly release.
Solution: Reworked the entire plan, adjusted pacing and created episodic content cycles.

Challenge: The character account needed to feel believable.
Solution: Curated posts that reflected the character’s life, personality and timeline.

Challenge: Viewers needed enough clues to stay engaged without spoilers.
Solution: Produced controlled, carefully timed hints and visual fragments.

Challenge: I left the project on 22 May and could not oversee the full rollout (content scheduled from the 29th onwards wasn’t posted by the team who took over the accounts)
Solution: Delivered a complete, ready to post package with all assets, captions and timelines so the rollout could continue smoothly after handover.

My role

  • Full social media strategy development

  • Content creation for both accounts

  • Narrative integration into social content

  • Timeline planning and pacing

  • Collaboration with the production team

  • Preparing all creative assets before the premiere

Results Summary

  • Delivered a fully structured dual account launch strategy

  • Created an immersive experience designed for viewer participation

  • Prepared a complete content library for a weekly narrative rollout

  • Supported the series with a unique, story aligned social approach

What I Learnt

This project strengthened my ability to create multi account strategies, work within evolving release plans and build immersive social storytelling. It also enhanced my skills in designing character led content that blends fiction with real world social media behaviour.