NETFLIX, REINVENT YOUR STORIES

ClientNETFLIX
Category G01. Integrated Mobile Campaigns
TitleNETFLIX, REINVENT YOUR STORIES
Product/ServiceSERIES
Entrant MNSTR Paris, FRANCE
Idea Creation MNSTR Paris, FRANCE
Media Placement MEC Paris, FRANCE
PR MNSTR Paris, FRANCE
Production MNSTR Paris, FRANCE
Credits
Name Company Position
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. Millennials in all major cities would take reinvent their snapchat stories with their favourites heroes. 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.