Shopping Bag (0)
Your shopping bag is empty
Bridgerton Masquerade Parlour
Amplify + Netflix invite fans to unmask their Bridgerton fairytales…
Challenge
Netflix tasked Amplify with designing and executing an integrated campaign to build excitement for the highly anticipated fourth season of Bridgerton, and rising star, Yerin Ha.
Insight + Strategy
Bridgerton fans are modern romantics. They may live in a contemporary world, but they’re captivated by the opulence, courtship and tantalising tension of the Bridgerton universe. Even a fleeting moment to step into that fantasy feels magical.
Rather than simply celebrating the show, Netflix invited Aussie fans to prepare for the same grand occasion that defines the series: the Masquerade Ball. By positioning the experience as the place to “get masquerade ready” for the new season, just as lead character Sophie Baek (Yerin Ha) does, fans could step into the world of Bridgerton.
Solution
Welcome to the Masquerade Parlour
A modern, Melbourne shopfront became a luxurious parlour, where fans completed their masquerade transformation before capturing a portrait fit for a fairytale.
Stepping into the Bridgerton universe, fans moved through a series of guided and DIY finishing stations designed to help them get ready for the Masquerade Ball.
Pampering Stations
Welcomed into the Masquerade Parlour by footmen, fans were waited on by servants in livery and ladies-in-waiting. Surrounded by ornate mirrors, drapery, house colours, the Lady in Silver’s costume and regency-inspired set design to immerse fans into the world of Bridgerton, they could refine their looks at beautification stations, including Jewellery Metal Analysis, The Perfect Coiffure, Glove Fitting, and Your Signature Shade.
The Mask Maker
Deeper within the space, a limited reading session with the Mask Maker revealed each guest’s Bridgerton character archetype, adding intrigue and encouraging shareable discovery. The archetypes reflected season favourites and included The Bohemian, Muse, Writer, Virtuosa, Intellectual, Matchmaker, Monarch, Adventurous, Dutiful and the Reserved.
Masquerade Portrait
Once regency-ready, fans stepped into a Masquerade Ball set to capture their fairytale portrait inspired by the set design from the show. With prop masks for the different archetypes and AI-generated attire layered into the final image, every guest left with a magical, social-ready moment from their own Bridgerton fairytale.
To attract more crowds, period-correct paper boys walked up and down Bourke St, handing out an exclusive edition of Lady Whistledown’s Masquerade Guide, filled with experience details and salacious easter eggs for fans to devour.
Yerin Ha personally invited fans to live out their fairytale, just like she has this season, and get ready at the Masquerade Parlour with hero social assets pre-event.
Supported with TikTok creator content, including classic GRWMs and experience teasers. The campaign anticipation was supported with podcast and location-specific DOOH media placements, which also invited local fans to visit.
This Netflix project was brought to life in collaboration with our agency village partners, Initiative, Two Palms Media and Organic ANZ.