Netflix's delightful brand campaigns

If you were to write down a list of the most relatable brands, one would top the list consistently; the king of advertising- Netflix. This brand started off as a video rental and once struggled to stay afloat. Now, a Netflix subscription gets you a plethora of addictive shows such as Money Heist, Stranger Things, Dark and Bard of Blood. From innovative interactive shows like Bandersnatch to regional hits like Sacred Games on Netflix India, how exactly did this brand disrupt the world of video entertainment? While we may not have the exact scientific formula, we do have some phenomenal campaigns that contributed to the Netflix reign of dominance. We’ll exclude organic publicity (“Netflix and Chill”) and stick to specific strategies by the brand.

Here are two intuitive marketing campaigns that prove why Netflix is hard to shake off its throne in the field of marketing.

Inside Jokes – Social Media Campaigns

Netflix takes off its blindfold in the context of Bird Box, a show where people are forced to wear them to combat a mysterious force that affects those who see it. Netflix makes puns about its latest hit show ‘You’ on Instagram. This social media strategy works for a very specific reason – Netflix is one of the most prestigious video streaming brands, blowing competitors out of the water when it comes to engagement and association. Customers want to be associated with Netflix. They want to enjoy Netflix’s Instagram. Netflix is a young brand and has a large portion of its fanbase on social media. What better way to create engagement with a fanbase that willingly follows your brand and wants to be associated with it? Give the people what they want. Entertainment. On social media. This strategy encompasses a host of campaigns: Netflix has used it to market nearly every show, such as Stranger Things, Dark and Money Heist. When consumers engage on social media and start to feel like they’re in on the joke, they’re less likely to switch to a rival brand. A purely value-based decision to get a Netflix subscription becomes emotional attachment, arguably the most effective and most desirable outcome a brand can strive for.

Frank Underwood 2016

With political debates a hot topic between democrats and republicans in the USA in 2016 with an upcoming election on the way, Netflix was one of the few brands that grabbed his marketing opportunity with both hands in what was a both creative and daring move. Francis Joseph “Frank” Underwood is the protagonist of the Netflix show “House of Cards” who rises to presidency through underhanded means of treachery, deception and murder and is played by the one and only Kevin Spacey. In what was a bold advertising move, this fiction character, Frank, was advertised as the presidential candidate for 2016 in what Netflix called “FU2016” to promote Season 4 of House of Cards. The idea was extremely well received, generating hype and intrigue about their show and showing a marked increase in subscribers and views. The campaign also won the Integrated Grand Prix at Cannes for its creativity and ingenuity.