NETFLIX, REINVENT YOUR STORIES
Title | NETFLIX, REINVENT YOUR STORIES |
Brand | NETFLIX |
Product/Service | SERIES |
Category |
D01. Social for Mobile |
Entrant
|
MNSTR Paris, FRANCE
|
Idea Creation
|
MNSTR Paris, FRANCE
|
Media Placement
|
MEC Paris, FRANCE
|
PR
|
MNSTR Paris, FRANCE
|
Production
|
MNSTR Paris, FRANCE
|
Credits
PERRINE LIZE |
MNSTR |
Managing Director |
LOUIS BONICHON |
MNSTR |
Creative Director |
RAPHAEL CAPODANNO |
MNSTR |
Art Director |
LUCIE LECOMTE |
MNSTR |
BRAND CONTENT MANAGER |
CLAIRE EVRARD |
MNSTR |
Project Manager |
LEO BARBERET-GIRARDIN |
MNSTR |
STATEGIC PLANNER |
FLORENT CHAU |
MNSTR |
GRAPHIST |
ANTOINE CANU |
MNSTR |
SOCIAL MEDIA CONSULTANT |
The Campaign
In France, Netflix’s core audience are millennials. How could we add additional value to their social interactions?
What if we combined the entertainment brand with our audience’s social No.1 channel, Snapchat? A marriage between Netflix and Snapchat clearly must end up in entertainment heaven…
When Snapchat introduced the Snapchat scissors we knew there was no time to lose. The first brand to leverage the new tool would also take it all, see Taco Bell and its Cinco de Mayo Lens.
"Netflix, Reinvent your stories" was born, a nationwide outdoor-campaign with a difference.
It promoted Netflix’s most popular actors in sticker form, so Snapchatters were able to “dream” cast every Snapchat interaction with their heroes.
The lines between traditional and digital marketing were blurred. Eleven, Francis Underwood and Pablo Escobar were just a scissor cut away. Netflix was making millions of millennials laugh outside of their streaming activities.
Creative Execution
We put our posters up so they’d cover all touchpoints of public commuting, nationwide.
For 15 days, millennials in all major cities would take the subway with POTUS aka Frank Underwood. They would bump into Robert Taro (feat. Gérard Depardieu) whilst leaving the train station, and Piper Chapman would sit next to them during an ordinary bus ride.
All they had to do was snap their hero’s face, cut it out with the scissor function, and use it in their stories – it was that easy. And since the sticker got automatically saved in their emoji library, Snapchatters were able to use it as often and as long as they wanted.
"Netflix, Reinvent your stories "was designed to entertain and delight our audience when they needed it most, it was easy to understand, and tapped into their natural behaviour. Therefore, we relied on WOM. As well as sending influencers personalised posters to play with prior to launch, we didn’t spend money on any media buying other than OOH.
Our Snapchat empowered outdoor campaign was a self-starter from day one.
The top 4 online magazines for Netflix’s core audience – Konbini, My little Paris, Allocine, and Melty – embraced our mobile-driven initiative immediately and snapped "Netflix Reinvent your stories" stickers straight away. There was no need for any additional PR when you have those guys promoting it for free.
An impressive number of influencers were also cutting, sticking and snapping their personal Netflix heroes organically; having noticeably lots of fun with our stickers.
Since Snapchat hasn’t developed native tools yet to measure success of content and the existing Snapchat metrics don’t apply to our specific case we turned to social mentions of our campaign on other channels: We used Social Analytic tools to get some ER (and positive sentiment analysis) results covering the period when it was live + after.
We needed to find the sweet spot between adding real value to young people’s everyday lives and ensuring that we as a brand stay credible in doing so.
To begin with, quantitative market research revealed that every day more than two thirds of our target group are using public transport. We decided to dig deeper and to add some more colour to our picture with the help of qualitative research.
Social analytic tools highlighted three things that caught our interest: Firstly, commuting was perceived as the most unpleasant thing of the day. Secondly, millennials tried to kill time whilst commuting, using social channels to interact with friends. Snapchat was their favourite platform, surpassing Facebook, Instagram, and Twitter since about a year in France. And thirdly, the time of the day spent in trains, subways, and buses was also used to consume entertainment content online…
Opportunity snapped at us.