Top Takeaways From 7 Netflix Marketing Campaigns

It’s a rainy day, and you’ve just decided to have some Netflix and chill time. But even if you don’t feel like watching Netflix, it’s unavoidable at all costs. Netflix-related content is everywhere when we scroll through Instagram, X, and even Facebook. Be honest with me: how many of you have watched a show simply because of all the social media frenzy over it and couldn’t stop binge-watching once you decided to check it out? I definitely have. Because of all the Bridgerton craze that happened during 2020, I started watching the timeless romantic show and ended up loving it. Now, coming back to the point of not missing any Netflix branding, how do you think they’re keeping up with the latest trends and social media marketing fever?

In this article, we will be discussing about

• Netflix marketing strategy
• Top Netflix marketing campaigns

Netflix can definitely be considered a prime example of a marketing genius. They really know how to grasp people’s attention across every media platform to promote their shows and movies. Any new brands or similar mediums can surely consider Netflix’s marketing campaigns a great source of inspiration. For the same reason, I think it’s important to learn from their campaigns and how effectively they leverage their techniques to consistently catch people’s attention. In this article, I’ve dissected seven popular campaigns from Netflix that prove their domino effect of social media virality and increased viewership online. Let’s Netflix and chill!

Netflix Marketing Strategy – Content King

The phrase “Netflix and chill” is iconic, and it’s going to be iconic forever. This is how, my dear friends, content works. When Netflix was founded by Reed Hastings and Marc Randolph in 1997, not many people thought it would become the media giant it is today. But now, Netflix is a leading household name, and due to its premium shows, it’s getting more and more popular among people from all around the world. This success can be solely credited to the marketing approach Netflix employed to stay relevant over the past decade. If you take a moment to reflect on the last 10 years, you’ll see that so much has changed, with social media taking over every aspect of our lives. People are now hooked on short-form content, Instagram influencers, and increasing AI tools. But even in this situation, you know that everyone has time in their life for some good movies they enjoy.

Netflix’s advertising and digital marketing strategies can be the one thing that makes them gain new viewers and reach a wider audience. But what are the key principles of their marketing strategy? Let’s take a look at it:

Personalized Content

Netflix has maintained its brand image as a top streaming platform mainly due to its personalization of relatable, high-quality content and the unique customer experience provided to its audience. Here, the upper hand is with the audience, where they can set preferences and personalize their viewing history in their accounts. This freedom given to the audience is capitalized on by Netflix for the binge-worthy content they put out. We know how the UI and UX of Netflix leave us wanting more, especially features like auto-play and queuing the next episode of a show or movie, which makes us binge-watch TV series till midnight.  Netflix uses a unique algorithm that also gives users recommendations based on their watching history and ensures users watch movies and shows they prefer, making the whole experience a bit more personal.

Humor, a Lot of Humor

What’s one emotion that Netflix loves to connect with the audience? It’s humor. There’s no doubt that Netflix encourages the idea of marketing entertaining posts rather than gloomy ads. Through social media platforms, Netflix created a lot of hype with original content and funny posts. The way they utilize humor in advertisements and catchy content helps them easily connect with the audience on a deeper level. The Netflix team even humors themselves by self-trolling. There was an ongoing project called “Netflix Is a Joke,” where they wanted viewers to realize that they were producing a significant amount of comedy content.

Social Media Strategy

Social media dominates the world of marketing, and Netflix utilizes it the right way. Netflix’s social media team intelligently uses different content formats to enhance user experience, connect with the audience, arouse curiosity, and grab attention. From viral posts to commenting on trending topics, the Netflix team always knows how to stay on top of the game. They also make sure to answer the audience’s questions and make them feel part of the trending topics by conducting quizzes and polls. That’s exactly why Netflix is popular in 190 countries and is a real-time media giant.

Communication with the Audience

A brand won’t be successful without its loyal audience or the people who support it. Netflix makes sure its audience is always part of its brand story. From a younger audience to older boomers, their social media channels adapt in a way that fuels conversation between their audience. Netflix ensures every subscriber of theirs is part of a bigger family and aims to connect with them through social media accounts.  They sincerely interact with their loyal viewers through surveys, asking engaging questions, and keeping track of their opinions and responses. Most of the time, Netflix utilizes popular platforms like X and Instagram to encourage fans to interact with them more, and they get the interaction due to their teasing and funny responses and questions. This makes the audience feel Netflix is someone they can trust and connect with more.

Top 7 Netflix Marketing Campaigns

Here are the top seven campaigns from Netflix’s marketing team and key takeaways from them so that you can apply this to your next marketing strategy.

1. The Thing Campaign Utilized Guerilla Marketing

Guerilla marketing is an unconventional marketing method that tends to break or bend the rules. The shock value or surprise elements create waves of new influence. It always works in a way that opens the doors to virality. This has been effectively proved through the promotion of its most popular show, “Wednesday.” The Thing campaign was promoted in New York, where a hand crawled all by itself on the streets, getting the attention of many people. This weird thing started interacting with people, making sure they never forgot what show it was part of.

So, next time you do a marketing campaign, I suggest you do something out of the blue that will be remembered for a long time. It should excite the audience, and the campaign should turn some heads. You don’t need a robotic arm to make a stunt, but choosing a rare item creatively in billboards and street furniture can help with product placement and make a difference.

2. Pat McGrath X Bridgerton – A Rare Beauty and Celebrity Crossover

Influencer marketing (the social media version) is the new type of celebrity endorsement. We can say that all influencers are considered celebrities and have larger followers compared to Hollywood stars. Bridgerton has evoked a new love for period drama across all generations, and one recent marketing campaign grabbed the attention of influencers and audiences alike. Netflix collaborated with none other than the most popular celebrity makeup artist, Pat McGrath, to promote the new season of Bridgerton. Pat McGrath launched an exclusive makeup collection in the Bridgerton theme, using regal symbols and sophisticated royal packaging. The products were customized in a way that delighted fans. This built extra hype around the show and leveraged Pat McGrath’s influential power to generate business. This collaboration also inspired other brands to pursue similar influencer marketing collaborations to promote their products in new ways.

3. Stranger Things X Lyft – Experiential Marketing

Stranger Things proved to be the iconic Netflix show of all time, as it’s become an instant classic that appeals to every generation. Now, Netflix’s campaigning has taken on a whole new level as part of promoting the show—they collaborated with Lyft. This can be seen as an example of incorporating experiential campaigns seamlessly into everyday experiences, allowing individuals to have a memorable experience. Here, Lyft offered a variety of “Stranger Mode” options to its riders to get the sense of being part of the Stranger Things world in real life. Their rides just turned upside down, and along with Halloween, this created a scary experience the riders would never forget.

This is a great example of  Netflix’s advertising strategy in ways that are different from traditional methods. By giving people a personal experience, they never forget the iconic Stranger Things music, and can create online conversations about the same. The game, my friend, is to make them keep talking about your brand whenever possible, so find new ways to do so.

4. Emily in Paris McBaguette Brand Collaboration

A brand collaboration can make a huge difference in your marketing efforts. McDonald’s definitely took this into consideration when they decided to join hands with Emily in Paris. The promotion of the McBaguette appeared in the third season of the show, becoming part of the storyline. McDonald’s also introduced exclusive menu items for stores in France to align with the beautiful Paris theme of the show. Here, both brands are subtly promoted, resulting in balanced rewards.

As a tip for new brands, make sure your brand identity stands out before planning a brand collaboration. Your brand’s strong presence should be felt through signature elements as part of the collaboration, allowing the audience to recognize it even without the brand name. So, having a well-crafted branding strategy can help.

5. The Street Furniture Advertising for Altered Carbon

Emotional tactics in marketing strategy go a long way, and ensuring you connect the right information and align it with the product or service from a brand can be part of your next big campaign. Especially when you try to evoke emotions that are rarely used in such situations, like creeping someone out or creating awkward moments. This can particularly leave a lasting impression if presented in the right way. Here, Netflix set up a street view at the West Hollywood bus stop as part of promoting its show Altered Carbon. People were shocked to see a mannequin-like dead body while they were waiting for a bus. They certainly created a buzz when it came to sharing pictures on social media and starting conversations. Even local news channels covered this eerie sight, attracting new audiences. The word-of-mouth marketing surely gave the show an upstart as people started watching it solely due to this publicity stunt.

I feel brands should come up with new strategies that are not easy to get through. People should talk, and what can make people talk? Pushing out their emotions in ways they don’t realize, and this can surely create hype around your brand, its products, and services.

Final Thoughts

From the iconic logo of Netflix to the Tudum sound, we have always seen the consistency Netflix has maintained over the years in every aspect of its marketing. This has established Netflix as a global brand of visual communication; people will continue to love it and stream shows and movies from Netflix. But this doesn’t stop them from marketing new shows and movies. Netflix always puts effort, time, and energy into the details of each and every campaign.

If you really want to impress your audience or clients with your campaigns, detailing and trying to be different helps. The world is always looking for new things, and if you’re trying to imitate your competitor, you can’t be different. Trying to catch up with trends but leading a different route can always make you stand out and be the best. Modern marketing communication is all about that. In the current world, it’s hard to differentiate things because of the AI power taking over simple things, but the way our human brain works is entirely different. So, come up with the wildest idea for a campaign and make it work with detailing. Whether it’s weird, funny, or out of the blue, elevate the experience of your audience and retain your brand image.  Learn from Big brands like Netflix, Nike, and Warner Bros! Good luck with your marketing efforts, and I hope your brand can continue doing unorthodox and unconventional campaigns and win the hearts of people!

FAQs

What are the 4 Ps of marketing Netflix?

The 4Ps of Netflix’s marketing campaigns include Product, Price, Place, and Promotion. Netflix provides customers with good content paid for via a monthly subscription plan. Netflix really puts a lot of budget and effort into making influential campaigns that promote their shows and movies to a wider audience.

What marketing strategy does Netflix use?

Netflix’s marketing strategy revolves around its customers. They tend to involve customer-centric content into their campaigns, giving them different kinds of experiences. One of the main marketing methods they’ve utilized so far is guerrilla marketing, by creating the element of shock and surprise among their customers. Netflix also tends to use emotions, especially humor and awkwardness, in their campaigns to make it more relatable to their audience.

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