Things are going very well for Netflix this year. The streaming service jumped out of the gates with the Australian drama Boy Swallows Universe which attracted huge audiences globally. It also garnered a swag of TV awards with possibly many more still to come.
Netflix has always been about quantity AND quality. Boy Swallows Universe was followed up by a steady stream of content to suit all tastes. Those that love premium drama saw several series voted Show of the Week on the weekly podcast TV Gold.
See also: Boy Swallows Universe was TV Week Logies biggest winner – Netflix owned drama awards
Some of those other series included Ripley, The Gentlemen, Heartbreak High S2, Baby Reindeer and A Man in Full. And we are only in August.
Highlights to come later in 2024 include the much-anticipated series Territory from Ronde and Easy Tiger in October.
Netflix has such brand awareness and reach that it is able to undertake targeted, niche, almost boutique, marketing activations for some of the world’s biggest TV shows.
A couple that dazzled Mediaweek in the past few days were for the return of the hit franchise Emily in Paris. It’s a brand that is so well known, but Netflix wasn’t about to let it slip back on air without prompting awareness.
The first bit of fun was something we saw called Emily in Paris Eurosummer Phototour (above and below) available for free one weekend at the Intercontinental Sydney. Overseen by Netflix ANZ director of marketing Tony Broderick, it featured what must have been a cost-effective execution that would have attracted fans of the Paris-based social media marketing executive Emily Cooper.
(Broderick is also the model in these shots taken from that social media marketing executive’s feed.)
Netflix with Medium Rare
The other, and slightly more elaborate Emily in Paris adventure, was dreamed up with News Corp’s Medium Rare content agency which is the home of the JONES magazine and other David Jones-related multi-channel campaigns.
In their own words, Medium Rare explained how Netflix partnered with the retail media side of David Jones’ business, AMPLIFY:
From the moment shoppers approach and enter David Jones’ flagship stores in Sydney (Elizabeth Street) and Melbourne (Bourke Street Mall), they’re welcomed into the chic world of Emily in Paris via impactful takeovers on outdoor window displays, digital screens, point-of-sale counters and activations across the store.
Both David Jones and Emily in Paris share a love for fashion and inspiring sartorial choices. David Jones also recognises the cultural moments that will be relevant to its audience base, with Emily in Paris consistently topping Netflix charts and being talked about by Gen Z, millennials, Gen X and boomers. Likewise, Netflix recognises the opportunity of influencing shoppers’ streaming choices while they’re shopping, strolling by or scrolling on their phones.
The partnership showed the power of “non-endemic” brands thinking outside the box and tapping into new and enhanced opportunities to engage with shoppers at scale, in a way that works for audiences, brands and channels.
Driving the work was Isabella Severino, national sales and partnerships manager for David Jones AMPLIFY at Medium Rare.
As Emily Cooper would say, “We’re on the precipice of the rest of our lives.”