SRAM as a Media Phenomenon

The teen drama SRAM has emerged as a media phenomenon far beyond a typical soap opera, with HRT redefining its own relevance through this project. The creative team at CGM Films proved that content driven by authentic insight has the power to spark conversation, generate organic reach, and create a cultural moment that traditional campaigns simply cannot buy.

From Franchise to Cultural Reference

The Croatian version of the global SKAM format was pitched from the start as something different but few expected it to become the public broadcaster’s most significant cultural milestone. Rather than a sterile adaptation, HRT recognized, and the creators delivered, a radically honest series that translated not just language but the entire collective emotional climate of a generation raised amid global crisis, Instagram, and a sense of existential emptiness.

From the very first scene, it was clear SRAM looked and sounded unlike anything typically “domestic” which was undoubtedly part of its appeal to younger audiences. The cinematography, editing rhythm, electronic soundtrack, and non-linear storytelling all combined to create the sense of a show fully attuned to the visual literacy of today’s viewers.

A Real-Time Digital Strategy

HRT’s decision to release the entire first season in advance on its online platform was above all a strategic move. For the first time in its modern history, the state broadcaster acknowledged changing audience behavior and chose not to drag viewers back to TV, but to meet them where they already live: online.

This digital-first strategy included a strong social media presence: the storyline played out in parallel on Instagram, TikTok, and YouTube, with characters having their own active profiles. Their posts, messages, and audience interactions were carefully designed to extend the narrative beyond the show itself and make it even more believable.

In total, around 20 profiles across three platforms were activated and managed, producing more than 1,500 posts over three months. The characters effectively became influencers, attracting millions of views and hundreds of thousands of followers.

Lessons for the Industry:

1. Strong insight is the foundation of success.

Authenticity doesn’t require a massive budget, but it does demand trust in the creative team. SRAM was built on a simple but powerful insight: young people don’t need to be explained — they need to be heard.

2. Distribution strategy is a positioning tool.

Choosing to release the content online, in advance, and non-linearly not only boosted visibility but separated the series from its traditional TV roots and positioned it as a true cultural event.

3. Quality content becomes the campaign.

Authentic storytelling, grounded in deep audience understanding and a digital-first mindset, fosters powerful emotional connections.

4. A transmedia approach drives strong engagement.

SRAM showed how linking a TV narrative with the characters’ parallel lives on social media can create intense audience engagement. When viewers can interact with characters in real time, the experience feels more convincing and lasting transforming content into a cultural moment.

This is proof that content built on genuine emotion, paired with the courage to break away from standard formulas, can achieve everything a campaign hopes for: shift perceptions, activate communities, spark conversation, and remain relevant long after the final episode.

For agencies, PR professionals, and content teams, SRAM is a case study in how true cultural moments are born where honesty, courage, and innovation intersect without forcing or “storyboarding” emotion. SRAM didn’t just push the boundaries; it erased them and drew entirely new ones.