Case Study: The Queen's Gambit achieves deep social listening insights with Awario

The Queen's Gambit - Customer Case Study

The Queen's Gambit, Netflix’s breakout limited series, became a viral, word-of-mouth phenomenon with little formal social marketing. Awario used its social listening tool to monitor the keyword "The Queen's Gambit" across social media, news sites, blogs and forums for 30 days to understand who was talking about the show, what they were saying, and why it resonated.

Awario’s analysis captured almost 230,000 mentions in 30 days, found roughly twice as many positive as negative mentions (8.2% negative), identified major influencers (CNN, Forbes, Chris Sacca, @dakotaz) and dominant topics (chess, cast, trans representation, “shounen live action”), and highlighted measurable effects tied to the series—doubled chess searches, a 250% jump in eBay chess-set inquiries and a fivefold increase in chess.com signups. Awario’s insights clarified the drivers of the show’s buzz and where critiques clustered, giving teams actionable, data-driven monitoring of the phenomenon.

The Queen's Gambit