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.
Netflix Has A Shop!? Campaign
Launching a brand awareness campaign during the busiest time of year to cut through the BFCM noise and drive traffic plus convert users
Goals
Brainstorming began in the summer of 2023 after constant feedback from customers (and even friends) that Netflix had a shop!? I was trying to think of ways to break through the noise that BFCM creates given the level of advertising happening, and decided that if we could educate Netflix customers that yes, Netflix has an official shop, they may be prone to learn more and see that we also had our best promotions of the year going on. Win-win. Our metrics of success were two fold:
📣 Increase Awareness
We wanted to reach the Netflix demographic to educate them about our store, and show them that we exist. Plus, BFCM is filled with sales & promotional campaigns from 100s of brands at any time, so this was a fun way to get attention during the hardest period of the year.
💸 Drive Sales
Further, once we had their attention, we wanted to let fans of Netflix know about the 1000s of products we were selling that tied back to their favourite shows & movies to extend their fandom into real life. The bonus? Everything was on sale!
Strategy
Leading my team, as well as our agency partners, I decided to kickoff the campaign with a ‘Hero’ series comprised of 3 videos that would live across many different channels simultaneously. Additionally, I had created supplementary content that would continue to support the campaign for the two-week period that our BFCM campaign was running.
Organic Social
Taking over @netflix & @netflix.shop on YouTube, Tik Tok & Instagram with almost daily content around the shop
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. Campaigns were split between Awareness & Sales goals, and leveraged the product catalog where applicable
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 living out their favorite Netflix shows with our products
Direct Mail
We also wanted to test offline channels by creating mini catalogues (think Sears) and sending them to existing Netflix subscribers so they could get a good glimpse of our product offering in one easy to view pamphlet
Given users on this channel already knew of Netflix.Shop, we used it mainly for BFCM messaging around our promotions & encouraging referrals
Results
250%
Increase in Reach
110%
to BFCM Sales Goal
100%
Increase to ROAS during BFCM Campaign
During the two weeks that the campaign was live, we deployed over 30 assets across multiple digital channels which allowed us to reach more customers than ever before. We also saw record CTRs, viewing time, and time spent on the website. Plus, we were picked up in a few editorial sites organically which further grew our awareness and validated the shop.
‘Invasion’ Series by Netflix.Shop
Check out the three part video series used as the ‘hero’ of our campaign
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.