Netflix Has A Shop!? Campaign

One of the most common reactions I heard while leading Netflix.Shop growth was, "Netflix has a shop?" Instead of treating that as a problem, I turned it into the creative hook for a BFCM campaign.

Planning started in August 2023, and the campaign ran for two weeks around BFCM. The goal was to make Netflix.Shop visible during the noisiest promotional window of the year while using the lowest prices of the year to turn fan attention into commerce demand.

The work had two core goals: build awareness that Netflix.Shop was the official Netflix store and drive BFCM sales.

• Break through promotional noise during BFCM.
• Increase site traffic and introduce fans to the shop assortment.
• Use humor and fan familiarity to convert confusion into discovery.
• Turn fan attention into measurable commerce demand.

The campaign was led by a hero video series built around the "Netflix Has A Shop!?" idea, then surrounded by supplementary content across paid, organic, influencer, email, affiliate, direct mail, and product-focused creative.

The strategy was to make the campaign feel native to Netflix fandom while still operating like a retail launch: tight creative sequencing, broad channel coverage, budget allocation by funnel stage, and active optimization as results came in.

I owned strategy, channel planning, creative direction, agency coordination, merchandising coordination, budget allocation, execution, optimization, and reporting.

The campaign deployed 30+ assets across paid social on Facebook, Instagram, and TikTok; paid search through Google PMax; email through Klaviyo; affiliate through Rakuten; direct mail through PostPilot; organic social; and influencer seeding.

I managed internal and external teams to create and deploy the assets, then handled campaign execution and performance optimization as data came in.

Over two weeks, the campaign deployed 30+ assets, reached more than 13M consumers, drove 2.5M visitors to Netflix.Shop, and produced seven-figure revenue at a 2.5x blended ROAS.

The hero video series averaged a 13.5% CTR with 15+ seconds of average viewing time. Nearly 40 influencers promoted Netflix.Shop, reaching more than 1M consumers.

The team mailed 25,000 mini catalogues that generated a 4x ROAS. The campaign also earned press in Vice and Daily Beast. Excluding brand and awareness assets, the sales-oriented campaign view reached roughly 3.5-4x ROAS.

The campaign showed how a DTC commerce business inside a major entertainment brand could use fan culture, paid media, organic reach, creators, affiliate, email, direct mail, and merchandising as one coordinated retail moment.

It also turned an awareness gap into a creative advantage: people did not know Netflix had a shop, so the campaign made that discovery the point.