Kotex’s vampy web series Carmilla goes to season two

After falling "in love" with the story, the Kimberly-Clark brand committed to a 12-episode second season of the series.

The Smokebomb Entertainment and Shift2 vampire-themed scripted web series Carmilla will go to a second season thanks to a renewed commitment from its financier, U By Kotex.

The series is fully financed by Kotex, with Smokebomb owning the Carmilla IP. The second season of Carmilla will include 36 new scripted episodes that will appear on the VervegirlTV YouTube channel, along with a separate 12-part branded content series. Each episode of the series will run between three to seven minutes.

Production on season two of Carmilla will begin in February 2015, with new episodes slated to premiere in March.

For the first season of Carmilla, the producers created five separate, one-off branded videos to accompany the series, said Kaaren Whitney-Vernon, CEO of digital agency Shift2. For season two, the 12-episode branded series will have a cohesive, separate storyline from the 36-episode Carmilla series.

“We want to take those one-off videos we did in the past and actually create a story for the brand,” says Whitney-Vernon.

“We fell in love with the story and the characters right from the beginning. This is truly amazing content that we couldn’t bear to see coming to an end,” said Denise Darroch, brand manager feminine care, Kimberly-Clark, via email. “The Carmilla fandom sent U by Kotex so many heartfelt reasons to #Savecarmilla, which made it impossible to say no.”

The response from fans was phenomenal, she adds, allowing the brand to connect on a different level with its target demo. “Through Carmilla, we are able to talk personally and honestly about all things surrounding a very personal topic – periods,” she says. “We not only get to talk about it and bring normalcy to a sometimes taboo subject, we get to do this in such fun, witty and engaging way.”

The first season of Carmilla, which also appeared on VervegirlTV, generated 17 million minutes of watch time and picked up 7.5 million views on YouTube since its launch in August 2014, according to information provided by Smokebomb and shift2. More than 39,000 unique users engaged with the series in some way through Facebook and Twitter. Of those users, 83% were female, with almost two-thirds falling into the 18 to 24 demographic.

Carmilla is produced by Steph Ouaknine and Jay Bennett of Smokebomb Entertainment and executive produced by U By Kotex and Geometry Global (which is U By Kotex’s brand activation agency). The series is co-created by Smokebomb Entertainment and Jordan Hall.

From Playback, with files from Megan Haynes.