Summary
Netflix is a leading subscription-based streaming service with over 269.6 million paid subscribers as of 2024. The marketing strategy Netflix incorporates is undoubtedly one of the best — outperforming all other streaming services worldwide. Marketers and businesses everywhere can get valuable lessons and learning experiences from Netflix.
This blog aims to decode the Netflix marketing strategy and the various tactics it uses to keep customers hooked.
As marketers, we can all learn from the Netflix marketing strategy. The streaming sensation has slayed at marketing and captured us all, sucking us into one episode after another.
The Netflix branding strategy is all about innovation and the latest technology, and it has paid off big time.
Growth is essential for any platform to survive, and so, a winning company must design powerful marketing strategies that have a universal appeal. In this blog post, we’re decoding the multi-pronged Netflix marketing that has helped the company eat its competition for breakfast and impress us all so much 😄
What you'll learn about Netflix marketing strategy: ✔ What is the Netflix marketing strategy? ✔ What is the Netflix content strategy? ✔ What is the marketing mix of Netflix? ✔ How does Netflix win at social media marketing? ✔ How did Netflix use Guerrilla marketing strategies? ...and more.
Table of Contents
What Is the Netflix Marketing Strategy?
Netflix was founded in 1997. Back then, nobody knew what Netflix was. If you are a 90s kid, you probably know how ‘Blockbuster’ was the go-to for everything DVD rentals. Netflix was pretty much doing the same, but Blockbuster was huge.
With the onset of the internet era in the early 2000s, Netflix decided to switch to online movie rentals, initially with less than 1,000 movies.
This switchover is a testament to how agile Netflix is with its business and digital marketing strategy. Netflix followed up this shift with another major change in its business model — the switch to a subscription-based revenue model, which has seen Netflix’s revenue grow manifold.
Netflix became a $383.74 billion company today from a $24 million company in 2000.
Netflix’s growth strategy
We think that four main strategies contribute to the success of Netflix today. Take a look.
The Netflix revenue model
Netflix has a subscription-based revenue model. This is smart as it offers a monthly and annual subscription to Netflix subscribers and can be canceled anytime.
This business model is lucrative to customers as, for a nominal price, every month or annually, they get to experience the whole range of the streaming network.
Today, there are over 125 million subscribers to Netflix worldwide.
Key tie-ups
Formulating a network of key partnerships is essential for a global brand. One important Netflix promotion strategy is partnering with the right companies across the globe to fit different customer profiles for Netflix.
Netflix has over 35+ business partners globally, and these companies vary from smart TV brands to software platforms such as Apple to network providers such as Vodafone.
They have also created a crucial network of alliances globally, from the likes of filmmakers to animators, to broadcast their content on their portal. This critical alliance is what makes Netflix unique and top-notch.
This strong network of alliances helps create a stronghold for different Netflix customer segments across the globe.
Partnership with network providers
Even for a global brand, it is hard to reach some parts of the world. Netflix partnered with major internet service providers from different countries to promote and stream their services, so that people who don’t have access to high-speed internet can still watch Netflix shows on their telly. This is a win-win. Today, Netflix is accessible in 190 countries.
Ad-supported Netflix streaming plan
Amid slowing subscriber growth, Netflix took a calculated gamble and brought its first ad-supported plan to the masses. While this move was initially controversial as Netflix was essentially an ‘ad-less streaming service,’ it has since gained popularity with over 40 million active monthly users as of mid 2024.
In a bid to attract more viewers to its ad-supported plan, Netflix launched its first creative campaign in collaboration with Geico. This campaign featured their beloved Gecko mascot alongside Leo, an animated character from Netflix’s original film Leo. This co-branded campaign is a great example of how ads can be integrated without compromising entertainment value.
The ad-supported pricing strategy paid off so much that Netflix has hiked the prices of its ad-free plans in an attempt to push subscribers to opt for the ad-supported plan. In true Netflix style, if you binge-watch three episodes in a row, you are eligible for an ‘ad-free episode.’ This shows how Netflix always goes one step further regarding the viewing experience.
The ad-supported tier could bring affordable streaming services to millions of users who can enjoy a non-linear TV experience (with a small tradeoff) and also increase Netflix’s profitability.
What is the Marketing Mix (4Ps) of Netflix?
A marketing mix (also referred to as the 4Ps of marketing) is a framework companies use to promote and sell their services and products. This framework helps companies identify critical components of their business and develop effective marketing strategies. The 4Ps of a marketing mix include product, price, promotion, and place.
Here’s Netflix’s marketing mix:
Product
Netflix is an online streaming service offering an extensive library of original content, movies, documentaries, TV series, and more. Netflix caters to a wide range of audiences and offers various genres. This diverse content offering is a cornerstone of Netflix’s product strategy, catering to a wide range of audiences and genres.
With high-quality streaming, minimal buffering, and a smooth viewing experience, Netflix is set to be one of the best streaming products in the market today.
Price
Netflix’s subscription model and tiered pricing plans make it really convenient for subscribers. They get unlimited streaming without going through the trouble of purchasing/renting individual content.
The tiered pricing model allows everyone to access Netflix, irrespective of budget. Plus, Netflix’s ad-free subscription model is a game-changer. In an era of ad-based TV and streaming services, Netflix stood out as a platform with an “uninterrupted viewing” experience.
Place
Netflix is a fully online streaming platform, and the digital distribution model allows Netflix to reach a global audience without the need for physical elements such as disks/Blu-rays.
In addition, Netflix is optimized for viewing across multiple devices with different resolutions and operating systems. With this, customers can watch their favorite movies and shows wherever they want, whenever they want.
Finally, Netflix has aggressively built its own content delivery network (CDN), Open Connect, to ensure a smoother and buffer-free streaming experience — a great distribution strategy.
Netflix has partnered with major device manufacturers, ISPs, telecom giants, and other companies by bundling its subscriptions with data plans, pre-installations, and deals.
Promotion
When it comes to promotion, Netflix is the G.O.A.T., as you’ll soon see for yourself in this blog. Netflix uses a myriad of unconventional, smart, and viral strategies to improve reach quickly.
Netflix and Chill: A Netflix Marketing Case Study
‘Netflix and Chill’ was nothing more than an innocent phrase that took an unexpected turn to evolve into one of the most iconic pop culture phenomena of the decade.
The term “Netflix and chill” was first coined in a 2009 tweet by user ‘NoFaceNina,’ who shared: “I’m about to log onto Netflix and chill for the rest of the night.”
At the time, the phrase carried no innuendo. It simply refered to the act of relaxing while streaming movies or shows.
Fast forward to 2015, and the phrase had taken on an entirely different meaning. It became a widely recognized euphemism among Millennials, synonymous with casual dating and hookups.
This shift in interpretation marked a cultural turning point; it transformed a straightforward expression into a playful nod to modern relationships.
Netflix, known for its sharp sense of humor and ability to engage with its audience, seized the opportunity to ride the meme wave.
In July 2015, the brand embraced the phrase’s newfound notoriety by sharing a GIF on social media. The post featured a comedic seduction scene from Clueless, captioned: “Netflix and chill? No, really.”
This clever acknowledgment of meme culture turned “Netflix and chill” into a viral sensation.
This reinforced its brand identity as a modern, self-aware platform that thrives on cultural trends.
In fact, Netflix now has a far-reaching influence on popular culture, tourism, hobbies, and even fashion — an impact often referred to as “The Netflix Effect.”
The Netflix Effect: Influencing Global Culture
Beyond reshaping how we consume entertainment, Netflix has demonstrated its power to amplify lesser-known topics, hobbies, or cultural aspects and thrust them into the mainstream.
Take the example of Narcos. When the series debuted in 2015, it captivated audiences with its dramatic retelling of Colombia’s drug cartel history, particularly the infamous life of Pablo Escobar.
The show didn’t just entertain — it piqued curiosity about Colombia’s history, as evidenced by the surge in Google searches for “Pablo Escobar history.” While the series faced criticism for romanticizing certain aspects of Colombia’s past, its impact in sparking global interest in Colombia’s history and its modern-day narrative is undeniable.
Another prime example of the Netflix Effect is the unexpected chess boom following the release of The Queen’s Gambit in 2020.
The series wasn’t just a masterclass in storytelling; it became the catalyst for a global chess renaissance.
In the months after the show premiered, online chess platforms like Chess.com reported record-breaking growth in user sign-ups. Retailers also saw a sudden spike in demand for chess sets, and Google Trends reflected unprecedented searches for chess-related terms.
Recipe for Success: Netflix Content Strategy
What marketing strategies does Netflix use? ➤ Hyper-personalized content ➤ Sustainability ➤ Non-traditional marketing ➤ Search Engine Optimization (SEO) ➤ Email marketing ➤ Consistent brand voice ➤ Social media marketing strategy ➤ Meme marketing ➤ Guerrilla marketing ➤ Invoking a sense of community
Now that we’ve explored Netflix’s journey from its humble beginnings to becoming a global powerhouse, let’s dive into how the company stays ahead. Netflix’s stellar reputation is no accident — it’s the result of a finely tuned and evolving content marketing strategy.
In its early days, like many brands, Netflix relied heavily on ads to attract viewers. However, these efforts didn’t yield the engagement they needed. That’s when Netflix discovered the secret ingredient to its success: instead of promoting the platform as a whole, it began focusing on promoting the content itself.
By tailoring marketing campaigns around the unique appeal of its shows and movies, Netflix created a buzz that resonated with audiences on a personal level.
1. Hyper-personalization
Today, Netflix is valued at an astounding $383 billion, and its success is no coincidence.
Every decision at Netflix is driven by data — not just internal user data, but insights gathered from social media trends, viewership patterns in competing markets, and sophisticated predictive algorithms.
This deep commitment to data ensures that every aspect of the Netflix experience feels tailored to its audience.
Color palettes and design covers
Netflix takes personalization a step further by carefully curating the color palettes and design covers for its shows.
These decisions are influenced by how they impact subscriber recommendations, viewing habits, and ratings.
A show’s thumbnail may look different for different users as it’s designed to appeal specifically to their tastes and preferences.
This level of customization increases click-through rates and encourages binge-watching.
Original content
Netflix’s approach to content creation is equally strategic. By analyzing consumer trends, Netflix invests heavily in producing original content that resonates with its audience.
A notable example is the 2012 decision to purchase two full seasons of House of Cards for $100 million. The gamble paid off, as many users maintained their subscriptions primarily to watch the series.
The rationale was clear: a show starring Kevin Spacey, directed by David Fincher, and supported by a top-tier production and writers team was a recipe for success.
Netflix’s advanced machine learning tools enhance user recommendations and inform the company’s content strategy, predicting what viewers will love before they even know it.
Other hits like Narcos, Squid Game, and Stranger Things further underscore Netflix’s winning formula. These originals didn’t just captivate audiences — they became cultural phenomena.
2. Sustainability and global content
Netflix’s move into creating original content has given the company greater control over its library, enabling it to produce a steady stream of exclusive shows and movies.
This strategic shift has allowed Netflix the flexibility to customize content for different regions and languages, effectively catering to a global audience and driving international growth.
As Netflix started winning prestigious awards, it naturally attracted renowned directors and actors eager to collaborate.
Today, the company produced over 3,600 original titles in more than 30 languages, disrupting traditional media production and distribution models and solidifying its position in the global market.
In addition to content innovation, Netflix has made significant strides toward sustainability.
In support of global net-zero, the company has invested in natural climate solutions.
According to Netflix’s latest Environment, Social, and Governance (ESG) report, its carbon footprint from show and movie production has dropped to 35%.
Netflix is also pioneering greener practices on film and television sets. For example, on the set of Virgin River, traditional diesel-powered generators have been replaced with quieter, more sustainable alternatives.
Additionally, the company has invested in geothermal water loops, solar and battery storage systems, and EV fast chargers at its studio in Albuquerque.
Netflix’s commitment to sustainability extends to its storytelling. Over 80% of its members have chosen to watch at least one title that raises awareness of climate issues or highlights solutions. The platform’s Sustainability Stories collection, which features more than 200 titles, helps inspire and educate viewers about critical environmental topics.
By innovating both on and off-screen, Netflix continues to redefine its role as not just an entertainment provider, but a leader in global sustainability and content production.
3. Rewriting the blockbuster playbook
Unlike traditional box office premieres that aim to maximize viewership during the opening weekend, Netflix takes a completely different approach.
When Netflix launched its first original film, Bright (starring Will Smith), in December 2017, it drew 11 million viewers in its first three days.
But this wasn’t the result of a conventional blockbuster marketing blitz. Instead, Netflix employed a meticulously calculated, data-driven strategy.
The strategy behind Bright
Netflix began quietly marketing Bright as early as March that year. The process started with internal categorization and cataloging of the film, followed by the deployment of carefully crafted algorithms.
These algorithms displayed tailored trailers and clips to individual users over time, making the campaign feel natural and personalized.
Ongoing exposure through data
Netflix’s marketing strategy ensures that content like Bright doesn’t fade into obscurity after its premiere.
Instead of setting a fixed promotional window, they use data insights to continually target potential viewers based on who watches the film after it goes live.
This approach ensures the film remains discoverable for years, extending its lifespan and impact.
The platform’s philosophy is simple yet revolutionary: “Premiere night is every night.” This internal tagline, as reported by The Verge, captures Netflix’s unique ability to make any day a moment of discovery for its content.
Whether it’s December 22, 2017 (the release date of Bright), or years later, the film can find new audiences simply by appearing in the browsing interface.
This perpetual exposure strategy exemplifies how Netflix has rewritten the blockbuster playbook, relying on algorithms and personalization to give their content a lasting presence in viewers’ minds and watchlists.
4. SEO and organic growth
In early 2015, Netflix made globalization its top priority. By 2016, the company had achieved a simultaneous launch in 130 countries, expanding its footprint to nearly every corner of the globe. This rapid expansion underscored the importance of SEO and localization in driving organic growth.
Off-page SEO success
Netflix excels in off-page SEO, leveraging several key factors to bolster its online presence:
- Domain Authority: With a score of 90/100, Netflix ranks among the most trusted domains globally.
High Dwell Time: The binge-watching culture Netflix has cultivated naturally keeps users engaged on the platform for extended periods.
Backlinks: Hundreds of authoritative sources link to Netflix, boosting its credibility and ranking on search engines.
On-page SEO strategies
When it comes to on-page SEO, Netflix keeps things simple yet highly effective. It targets straightforward, highly searched keywords like:
“Watch movies”
“TV online”
“Watch movies online”
“TV shows”
These terms ensure Netflix consistently appears in search results for users looking for entertainment options, regardless of location.
International SEO localization
Netflix doesn’t stop at keyword optimization. The company ensures its code and site structure are optimized for global audiences. This includes:
- Localized content: Trailers, synopses, and subtitles are tailored for specific regions and languages, making the platform more accessible and engaging for diverse viewers.
- Geo-targeting: By using region-specific metadata, Netflix maximizes its visibility in international markets.
Optimized trailers and synopses
Trailers and synopses aren’t just for grabbing user attention — they’re also tools for SEO. Netflix ensures that these elements are rich with keywords while remaining concise and appealing to the audience.
This dual-purpose strategy helps their content rank higher in search results while enhancing discoverability on the platform itself.
5. Email and push notification campaigns
Netflix doesn’t solely rely on social media to engage its audience. Instead, it harnesses the power of email and push notifications to capture its subscribers’ attention and maintain a steady flow of engagement.
These campaigns are designed to meet users where they are, ensuring that even those not actively scrolling through social platforms remain connected to the brand.
Personalized recommendations and alerts
Netflix sends out personalized recommendation emails, alerts for new releases, and suggestions for localized content.
These messages aren’t generic — they’re crafted using detailed data about a user’s viewing habits, preferences, and location.
For example, a subscriber who recently binged a comedy series might receive an email suggesting another highly rated comedy show or an app notification about a trending movie in the same genre.
Data-driven and timely campaigns
Every email and push notification is driven by data and hyper-personalized to cater to individual user behavior. Timing is crucial in these campaigns.
Netflix strategically schedules notifications to coincide with moments when users are most likely to engage — such as during evening hours or on weekends.
Re-engagement campaigns for dormant users
Netflix doesn’t just focus on active subscribers; they also prioritize re-engaging dormant users. Through carefully crafted email and push notification campaigns, Netflix tempts inactive users to return to the platform.
They might send emails offering a one-month free trial to lapsed subscribers or highlight new original series or movies, paired with enticing visuals, to reignite interest.
6. Netflix brand voice: how Netflix delivered brand consistency
When we see black and red, we immediately think of Netflix. When we hear the famous Netflix introductory theme, we know the movie/series we are about to watch will be damn good!
Netflix, with its minimal design, has achieved this brand correlation. But how exactly was such a simple design such a sellout?
Consistency.
Netflix has worked hard to create an everlasting imprint on a user’s mind with its logo, audio, and visuals. This mind map that a user automatically relates to took years and years of brand promotion and consistency in Netflix’s approach.
The brand identity is bolstered further by the quality of consistently high-quality content provided by Netflix. Netflix carefully curates the quality and type of videos displayed on its platform.
The PR team of Netflix ensures a good rapport is maintained with the customer base by constantly engaging with the audience through polls and social media campaigns. These approaches ensure that Netflix has a distinct brand voice that resonates well with the audience.
Netflix brand consistency and visual identity (key standpoints)
The iconic logo of Netflix immediately speaks of class and quality. Through consistent marketing efforts, this visual identity and brand voice of Netflix has been established all over the globe.
Here is why and what Netflix did to make the brand identity speak for itself:
- By carefully curating only high-quality content on its platform, Netflix has ensured that quality is associated with its brand name and brand value.
- The minimalistic Logo and audio are played at the beginning of every video to ensure the brand’s identity is imprinted in the minds of Netflix users.
- Consistent marketing and Netflix promotions through various social media channels enable the brand to stay fresh on top of the user’s mind.
- Engagement online through polls and social media with Netflix’s audience helps create a healthy rapport with the target audience.
Read also: Glamorous Marketing Strategies For Cosmetics Companies
7. Netflix’s social media marketing strategy
Netflix’s social media marketing is pretty strong. The brand’s ability to engage with the audience in creative ways creates a strong sense of community which helps create a groove with the crowd.
A mixed bag of different social media marketing approaches has amassed Netflix millions of followers across various social media platforms over the years. These include exclusive behind-the-scenes content, interactive polls, and fun quizzes.
Netflix’s creative ability to engage with the audience creates a strong sense of community.
Netflix socials: how Netflix used social media as a powerful resource
The key stand-alone point for Netflix when it comes to the social media marketing game is how experimentation with different content formats has worked best in its favor.
Here is a look at some of the tactics used by Netflix over the succeeding years.
Riding the trends
As new social media trends emerge, Netflix has adapted its social media strategy to stay relevant and viral. This constant adaptation to ever-changing trends has made Netflix one of the top gears in the social media marketing aspect.
Direct engagement with the audience
Netflix has used the influence of the internet and the power of people to its advantage. By experimenting with creative ways to engage with the audience, Netflix has ensured a healthy relationship is established, which benefits both ends.
Polls, quizzes, and even interactive tweets are trendy due to Netflix’s trendsetting content.
Churning out relatable content
It is one thing to create content that a target audience likes, but it is a totally different thing when the audience can relate to the content posted. Netflix has always tried to create relatable and relevant content that resonates with the audience across different customer profiles and age groups.
While they create memes and funny posts to appeal to the younger Gen Z crowd, they use famous Golden Era content to appeal to the older crowd.
Influencing with celebs
Celebrities love Netflix. They love to partner up with Netflix to promote their movies and series. The audience is also well-receiving to the idea of celebrities promoting their goodies. Netflix has made a haul with this influence and used celebs to promote Netflix as well as the content on the platform.
This has worked out in everyone’s favor!
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8. Meme marketing
For a brand to stay on top and fresh, adapting and moving with the world as it changes is important. In recent times, Netlifx has a completely different (some may even call it absurd!) approach to appealing to the younger audience – memes.
Over the past five years, Netflix has consistently amped up its meme game. Netflix’s Instagram account at one point has been a meme account with its witty, relatable memes which are a lighthearted but strong social media strategy.
From current affairs memes to totally relatable memes, Netflix has ensured these memes solidify its social media presence. Here are some of the best memes posted by Netflix and how they worked in their way.
Meme-ing away to glory: how memes made it big for Netflix
Netflix used memes to its advantage. This helped them stay in the world of pop culture and trends. What better way to promote content appealing to a certain audience than to make it as entertaining as possible?
Combine memes with a streaming service, and you can slay!
Netflix’s marketing team works hard to make the most relatable memes. This brand strategy, even though it seems simple, has worked well among the younger crowd.
Read also: Dunkin Donuts Marketing Strategy: A Deep Dive
9. Shock value: Netflix’s guerrilla marketing hit
Success of Netflix Guerrilla marketing strategy ➤ Squid Game ➤ Red Notice ➤ Narcos ➤ Stranger Things
Guerrilla marketing, in general, adapts the approach from guerilla warfare, where an element of shock, surprise, or wonder takes the target by surprise. This shock value creates waves and helps create a viral influence.
Netflix has used this guerilla marketing and taken it to the next level. Gone are the days when a simple billboard could effectively advertise a series or a movie. A billboard can easily be ignored now.
Creating a shock value is important to get the message across. Take a look at how Netflix used guerilla marketing to create an element of surprise that took the world by storm.
1. Squid Game
Spoiler alert!
The famous ‘red light, green light’ scene from Squid Games was horrifying but also the main startling factor for the series. The famous ‘Mugunghwa kkoci pieot seumnida’ immediately rings a horror bell.
So, how did the streaming giant use this scene to its marketing advantage?
The ‘murder doll’ is one of the iconic characters from Squid Game. Netflix took the murder doll and placed it all over the world in key locations. This giant doll was placed in train stations, bus stands, and malls across the USA, South Korea, and Australia.
Talk about going above and beyond!
The virality of the series itself helped Netflix gain more popularity. Popular brands used references from squid games to promote their product.
This sort of cross-influencing helped Netflix massively.
Was the guerrilla marketing for Squid Game by Netflix influential?
Netflix’s guerilla strategy for the squid game not only made the series a global phenomenon but also made Netflix grow exponentially in a short span of time. Through word of mouth, people tuned in to watch the series even though the series was in Korean.
The audience was influenced by the horror factor promoted by Netflix, which made them watch it for the shock value. Squid Game was 2021’s most trending series, thanks to the marketing as well as the global influence created by Netflix.
Read also: 7 Incredible Guerrilla Marketing Examples For Digital Marketers To Learn From
2. Red Notice
Let’s look at the two marketing tactics that influenced the success of Red Notice and Netflix.
1. Retail shop concept
Red Notice is an American action comedy film released in 2021, released on Netflix. The theme of the movie is based on an FBI agent trying to chase down two notorious thieves.
Quite a simple concept, right? But how did it become one of the biggest hits of 2021? Was it the movie itself, or was it the PR game by Netflix?
Yes, you guessed it right … The PR game by Netflix was the reason for its massive success. Talk about a movie scene becoming a reality. Netflix, with its incredibly creative guerilla marketing tactics, set up a simple concept shop in Mumbai, similar to the one in the movie.
The catch? You can get any item for free if you can steal them without getting (red) noticed! This concept was a huge influence in promoting the movie in India and worldwide as well. The shop quickly became viral.
The shop was set up in one of the largest shopping malls in India, and the interiors had all the influencing factors of the movie Red Notice. For just the three days it was open, the shop created a massive influence for the movie and for Netflix India.
2. Where did the globe go?
Here is another guerilla marketing tactic used by Netflix to promote Red Notice. An entire globe installation went missing at the SM Mall of Asia in the Philippines, which left everyone in shock.
A viral video of a helicopter stealing the globe away was making its rounds on social media. This created a lot of buzz, even from Filipino celebrities.
Finally, Netflix revealed the secret behind the mysterious heist that left the whole of the Philippines in shock.
This revelation made the promotion of Red Notice a piece of cake as people were already hooked on the story.
Kudos to Netflix!
Was the guerrilla marketing for Red Notice by Netflix influential?
A loud yes!
Both these marketing campaigns were enough to capture people’s attention and get them to notice red notices. Netflix became viral on social media, with the red notice shop garnering 100,000 + views in 24 hours!
Red Notice naturally became Netflix’s top 10 most wasted movies in November 2021 across 94 countries. The trailer where the missing MOA globe was released on Netflix’s social media accounts received 105,000 + shares, meaning Netflix was viral as never before.
Safe to say, Netflix’s guerilla marketing for Red Notice was quite successful. Well played, Netflix!
Read also: 9 Customer Management Strategies to Boost Loyalty
3. Narcos
Is that white powder what we think it is? ‘Narcos,’ a series about the cocaine drama involving the infamous Cali cartel, had enough traction due to the notorious nature of Pablo Escobar, the real-life drug Lord from Columbia.
To make things more interesting, Netflix decided to include ads in the most unlikely places- Nightclub bathrooms!
A series of transparent stickers with the caption, “Here in the ’90s? There’s an 80% chance this power came from the Cali Cartel”, and a packet of white powder starting popping up in random night clubs across the United States.
Some would call this creepy and weird, but nevertheless, it helped create the shock value for Narcos, and people were curious to know more about this mysterious white powder and its correlation.
Was the guerrilla marketing for Narcos by Netflix influential?
Even though a smaller marketing campaign in comparison, this simple yet effective way of promoting Narcos did influence the viewing rate for Narcos and eventually made it viral.
These random pop-ups helped Netlifx send the message across about Narcos as well as Netflix and the creative way of marketing.
Read also: Interesting Insights From Samsung’s Marketing Strategy
4. Stranger Things
What is upside down? Spoiler alert (again!) If you are a Stranger Things fan, you know what ‘upside down’ (dimension) is and how it is the core of the series.
Making a fantastic collab with Burger King outlets across the US and UK, Netflix came up with … drum roll … an upside-down burger, and an upside-down coke!
This collaboration made Netflix and Stranger Things viral, and Burger King benefited too!
The packaging was also fashioned in an 80s-style wrapping. This cross-influence marketing helped promote Stranger Things on Netflix across different age groups. Who wouldn’t like an upside-down burger?
Read also: Demarketing: The Surprisingly Effective Approach to Marketing
Was the guerrilla marketing for Stranger Things by Netflix influential?
People love burgers and Burger King. Partnering with something people already love and adding a twist to it made Netflix’s marketing move a quick and big success.
Needless to say, the upside-down burger was a massive hit that saw sales of Burger King skyrocket and Stranger Things a superhit. It’s safe to say: Guerrilla marketing is the new black.
The creative way Netflix promoted Stranger Things also saw Netflix gain thousands of followers overnight, as people were curious to know what Netflix was going to do next.
Read also: 12 Creative Small Business Marketing Ideas That Work
10. Campaigns that made a difference to Netflix
Netflix is not a stranger to social media ad campaigns for a cause. It is one of the best brands on top of its social media marketing games.
What makes Netflix stand out from its core competitors is how a certain socially responsible message, while creating a shock value through each of its ad campaigns.
Take a look at these four examples of how the element of community and shock has been used to capture the viewer’s attention by Netlifx.
1. Black Mirror
The dystopian out-of-the-box series Black Mirror has been a viral hit since its inception.
An episode called The Waldo Moment created more traction for Netflix and the series. A mysterious, anonymous message reading “We know what you’re up to. Watch and see what we do” started popping up in Turkey’s equivalent Reddit community.
This shocked users and was impeccably relevant to Black Mirror’s theme. Viewers tuned in soon. Another example is the Bandersnatch episode, where users can choose each episode. With each choice, it feels as though you are directing the main character’s life.
Netflix capitalized on this and started a campaign to promote the Bandersnatch episode where you are in control of the ending. This helped create an element of curiosity and made the show a great hit.
2. Diversity
Netflix is big on diversity and inducing people of all ethnicities and backgrounds onto the screen. To focus on the diversity of Netflix, a video was released inspired by the famous A Great Day in Harlem, in which 47 leading black characters from different Netflix movies and shows are portrayed.
The message was clear — Netflix loves and embraces diversity. In the wake of ‘Black Lives Matter’ and ‘Oscars So White’ controversy, Netflix highlighted the positive influence it had, and how it represented all ethnicities equally.
This created an effective PR campaign for Netflix and painted a positive image for the brand across the globe.
Read also: 16 Top Business Movies Every Entrepreneur Must Watch
3. ‘Let’s give EVs the stage they deserve’
Imagine warding off zombies, being ‘voluntarily’ kidnapped to get into a world-class challenge (feat. Squid Games), or getting transported back in time to the Regency era – all in an EV pickup truck.
That’s exactly what happened when Will Ferrell starred in a 60-second Super Bowl commercial with General Motors.
Watch the CM X Netflix collaboration titled ‘Why not an EV?’:
This marks the start of a long-term partnership between Netflix and GM. In fact, they are calling it a ‘strategic alliance’, and started it off with a Super Bowl commercial.
According to Netflix, this partnership can result in viewers and fans seeing Will Ferrell in a number of popular shows, bringing in a variety of GM EVs – along with his goofy personality.
Marian Lee, Netflix’s chief marketing officer, signifies that Netflix does not control how the EVs are portrayed in the shows. Instead, directors and producers are free to blend the EVs with their own storylines. This looks interesting, and we can’t wait to see how it all unfolds.
This is the pinnacle of product placement and revolutionizes the way we perceive advertisements. It’s clever, it’s seamless, and it’s enjoyable. It’s a win-win situation.
However, both Netflix and GM point out that this is not an advertisement deal or product placement, and that they are committed to educating the creators of shows on using EVs in their production.
This video is a classic example of Netflix’s penchant for creativity and marketing genius.
Read also: Proven Salon Marketing Ideas to Attract More Clients
Wrapping Up
If you want to nail modern marketing, you must dare to be different. This statement easily summarizes our blog post about Netflix marketing and what modern marketers can learn from it.
As one of the ultimate digital disruptors, Netflix rose to power by breaking the mold — and also the hearts of Blockbuster employees and every illegal download website owner.
It’s no surprise that the company would continue in the same vein by actively exploring unorthodox marketing strategies.
Being unpredictable and experimental is the foundation of Netflix marketing.
Whether it’s the memorable embrace of augmented reality and the edgy video marketing or their twist on the reliable old email, Netflix never stands quietly in line with its rivals.
Bandersnatch may be the beginning of a whole new era of television, and it came from Netflix’s desire to push boundaries continually.
The company is always testing out new ideas, embracing new technology, and leveraging machine learning and data analytics as much as possible to engage audiences.
Netflix seeks to connect with people through omnichannel marketing, and ultimately offer a customer-centric, personalized user experience that people won’t forget.
P.S. This avant-garde approach to modern marketing is much easier to execute when you have a powerful, integrated marketing, sales, and service platform.
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→ Content revised for freshness by Haripriya and Abdul Bashid
