I decided that this would be the perfect campaign to launch in parallel to our BFCM campaign to help break through the noise of all the sales/promotions during that time, reduce costs (since higher CTR leads to cheaper CPCs), and help customers learn about Netflix.Shop during a time when they could snag our lowest prices of the year, too. Win-win.
Netflix Has A Shop!? Campaign
During my 2.5 years at Netflix, I often heard, "Netflix has a shop!?" which inspired me to create a fun marketing campaign to boost awareness of our store during BFCM 2023.
Brainstorming began in the summer of 2023.
Overall we wanted to do two things: Drive awareness that Netflix.Shop is the official store of Netflix, and drive sales from our BFCM campaign that would be running concurrently
Leading my team, as well as our agency partners, we decided to lead the campaign with a ‘Hero’ series comprised of 3 videos, as well as create supplementary content that would continue to support the campaign for the two-week period across multiple digital & offline channels
- Organic Marketing: Taking over @netflix & @netflix.shop on YouTube, Tik Tok & Instagram
- Paid Social: We split the campaigns up into top funnel (video views), mid-funnel (link clicks), and bottom funnel (purchases) to ensure we were covering audiences at all stages of the buying journey
- Paid Search: We created Google-specific assets to use on Pmax for mainly traffic & sales purposes
- Influencer Seeding: We wanted to make sure that customers could relate, so we hired around 35 to 40 influencers who did everything from unboxing to showing us a day in the life of their favorite Netflix shows
- Physical Mailers: We also wanted to test offline channels by creating mini catalogues and sending them to existing Netflix subscribers
- Email: Given users on this channel already knew of Netflix.Shop, we used it mainly for BFCM messaging & referrals
250
increase in reach
110
to BFCM sales goal
100
increase to ROAS during BFCM
I managed all of our internal & external teams to create and deploy the assets, as well as handled the execution of the campaign myself so that performance optimizations were handled as data rolled in.
- Deployed over 30 assets across multiple channels, reaching 250% more consumers in two weeks than monthly average
- Hero series achieved 5x our normal CTR with average viewing time doubled
- 300% increase to site traffic when comparing to monthly average
- Featured in multiple news & editorial sites like Vice and DailyBeast
- Had almost 40 influencers promoting Netflix.Shop on their handles
Netflix.Shop Invasion Series
Check out the 3 videos we used as the ‘hero’ for the campaign
Part One 0:31
These aren’t just your average conspiracy theories 👽 The shop is out there, see the truth for yourself at Netflix.shop.
Part Two 0:45
The truth is right in front of you 👁 The shop is out there, see the truth for yourself at Netflix.shop.
Part Three 0:46
We come in peace 👽✌ The shop is out there, see the truth for yourself at Netflix.shop.