Service
Digital Marketing
Client
Netflix
Industry
Entertainment
Project Overview
Finding & exciting just the right audience for the premiere of Netflix 2019 series What/If was the challenge underlined in the creative brief. That’s why we based our winning pitch on extensive data analysis detailing online habits of series’ key demographic (F35+). This guided our efforts further throughout finding insights, developing key visuals and executing two bespoke digital activations.
Bespoke Job Offer "Niepowtarzalna Propozycja" on Pracuj.pl
Insight: The most digitally active key audience members (F35+) in Poland often use the internet in more purposeful ways than younger generations (less scrolling, more making things done). One of those purposes that we found during our research, especially among the highest educated and best earning cohorts, was active job hunting.
Concept: Let’s engage viewers while they’re focused on their work-life (as the main character starring Renée Zellweger often does on screen) – with the help of an intriguing and mysterious job offer on the most visited employment site in Poland (Pracuj.pl)
Execution: Designed and implemented as an actual job offer to spread the Word Of Mouth about What / If and further convert the most engaged segment of our core audience to subscribe to Netflix.
The Real Recipe for "Revenge served cold"
Insight: Recipes & foodie content are among the most popular online categories (just behind social media and enternainment) among the series’ target group in Poland.
Concept: Together with a proffesional bartender we created the recipe for a simple yet elegant cocktail called “Zemsta na zimno” that establishes a direct connection to What / If through copywriting and imagery.
Execution: We teamed with photographer Alicja Lesiak for a photoshoot that captured the essence of the series’ distinct visual style while showcasing different steps needed to prepare this cocktail at home.
