1. How do you help generate the fastest quarterly subscription growth ever in the oversaturated entertainment category?
2. How do you help generate the fastest quarterly subscription growth ever in a category where consumers have come the expect content for free?
Show them what they’re missing
Nobody likes to be left out of the pop culture conversation, whether it’s at the dinner table, work, or the pub. We tapped into the collective fear of missing out by positioning Netflix as the link between people, pop culture, and conversation. With the tagline “You Gotta Get It, To Get It,” we fed into the emotional connection people have with Netflix’s original content and how if you don’t subscribe to it, you’re missing out on the conversation.
Netflix’s fastest quarterly growth ever
Our campaign convinced 4.9 million people to subscribe to Netflix in a single quarter – surpassing our target by nearly a million consumers. One of the campaign’s ads – “Pep Talk” – even became a cultural phenomenon when New York Rangers coach Alain Vigneault referenced it during a Stanley Cup Finals press conference.