Earlier this year, Snapchat released its main used functionality: the filters. One of this filters - the Face Swap - has been a massive success since then. We capitalized on this trend in order to promote Netflix original series. With one selfie... become your favourite hero - a dream we all have once, even for a brief moment!
Creative Execution
The campaign was divided in two steps.
Step 1: targeting the audience
From the April 23th to the May 7th 2016, we displayed the posters all across France: Paris, Lyon, Marseille and Montpellier. The posters were displayed in front of press headquarters, highschools, popular locations, tourist attractions... Each place was chosen to reach the largest audience possible.
Step 2: reaching a larger audience
Once NetflixSwap was launched, it quickly became a hit. The campaign kept going during the biggest Netflix event ever made in Europe for journalists and influencers. We displayed the posters in a re-created Orange is the New Black jail kitchen where guests had lunch: the perfect place and moment to relax and take pictures. Thank to their communities, the NetflixSwap kept spreading.
All over France Snapchat user swapped again and again, making it so big that Netflix used it during their biggest European press event: the Slate event. In only a week 12 000 new Kimmys appeared, 23 000 new Pablos, 27 000 new Boos and who knows how many Frank Underwoods …
The campaign received the support of medias in France (La Réclame, Piwie, Air of Melty…) and all over the world (Adweek, Business Insider, Mashable..).
But most of all: this interactive outdoor campaign capitalized on the massive faceswap trend and for the first time changed Snapchat usership.
Netflix is a transgenerational and inclusive brand. We wanted to allow everyone to feel concerned by the campaign while talking specifically to our main target : young people.
In June 2016, according to Médiamétrie, 42,8% of the 15-34 yo used Snapchat - and represented 74,1% of the total audience of the application - But how to target them on Snapchat without excluding the rest of our fans - or others Snapchat’s users? In making it physical in creating the first mobile outdoor campaign using Snapchat and their new "Face Swap" filter!