The Ultimatum South Africa logo with a chat bubble containing a ring, heart eyes emoji, church, bride, and question emoji, set against a gradient pink to yellow background.

Objective

Netflix approached DarkMatter to source six couples for The Ultimatum: South Africa Season 1, following previous unsuccessful social media campaigns that failed to attract the right demographic and personality profiles for compelling reality TV.

DarkMatter was tasked with revamping the campaign strategy, from content creation to targeted outreach, to ensure the production team received high-quality applicants.
Visit WEBSITE
Services Rendered: Design, Production, Social Media Management

Strategy

To achieve a minimum of 300 qualified submissions, DarkMatter overhauled the campaign’s visual identity, messaging, and targeting approach.
Our approach combined:

  • Humour and relatability – Using lighthearted, witty captions such as:
    • Beach Wedding or Solo Walk?
    • Catching the bouquets or carrying them?
    • Changing your last name? It might have a nice ring to it.
  • Candid video interviews – Showcasing the personality types Netflix sought.
  • Puns and engaging call-to-actions – Making the campaign both fun and shareable.

By strategically selecting platforms and customising content for each channel, the campaign exceeded expectations. Due to its overwhelming success, Netflix extended DarkMatter’s contract, commissioning four additional campaign runs beyond the initial launch.

Results

The campaign achieved exceptional reach and engagement, delivering:

  • Impressions: 13.7 million
  • Engagements: 687,359
  • Total Submissions: 663 (more than double the target)
  • Shortlisted Couples: 14

By combining humour, strategic targeting, and dynamic content, DarkMatter successfully transformed Netflix’s casting process ensuring The Ultimatum: South Africa Season 1 had the right mix of drama, chemistry, and compelling stories for an unforgettable season.

Looking for Couples in Gauteng The Ultimate South Africa Social Media Post
Is Your Relationship
Beach Wedding or Solo Walk? The Ultimate South Africa Social Media Post
Beach Wedding or Solo Walk? The Ultimate South Africa Social Media Post
Are you catching the bouquets or carrying them? The Ultimate South Africa Social Media Post
If you change your last name it might have a nice ring to it? The Ultimate South Africa Social Media Post
Join The Team
Contact Us
Contact

+27 10 500 0123
[email protected]

Address

108 Elizabeth Avenue
Parkmore, Sandton, 2196

Let’s Connect

Acceptable Use Policy

Web Design | Web Development | Graphic Design | Illustration | Logos | Production | Video | Photo | Animation | Strategy | Creative Workshops | Ideation | Branding | Digital Marketing | Social Media Management | Google Ads | Google Display Network | Budget Optimisation | Search Engine Optimisation