With Valentine’s Day right around the corner, Netflix wanted to generate conversation and spark engagement around its latest romantic comedy, "Your Place or Mine." The film, starring Reese Witherspoon and Ashton Kutcher, told the story of two long-distance friends who find love. Netflix wanted to develop innovative ideas that generated conversation, sparked engagement on social media, and reflected the core themes of the film: love, joy, and growing closer from far away.

"Tell Them You Love Them," a Netflix campaign, infused the film's main character energy into fans' social media experiences, offering everyone the opportunity to shine in their own rom-com moment on a big screen celebrating their love. Seamlessly bridging the gap between social media and the bustling streets of Manhattan, this campaign culminated in the most magnificent gesture of all: a surprise proposal in the iconic Times Square. Main character energy was now available to everyone.

Now more than ever, our target audience of Millennials are craving comfort content that acts like a warm security blanket. As they grapple with burnout, anxiety, and overall higher levels of stress following the aftermath of the pandemic, our audience is craving familiarity, hope, and joy. Cue the power of the Rom-Com! Our audience wants escapism, they want to feel swept away by grand romantic gestures. We know our audience turns to TikTok for escapism, so how could we bring the joy they get from their favorite app to an IRL experience?

We leveraged the hype around Valentines’ day with content that began rolling out on February 3rd, and our final content piece launching on February 14th. This built momentum leading up to the film’s release, and maximized the holiday tie-in with the Rom Com audience.

The campaign was focused on celebrating love by bringing romance to the streets of Manhattan.

• A custom CTA message from Reese Witherspoon’s TikTok account with Ashton Kutcher invited participation by sharing their love on TikTok.

• 10 Influencers confessed their love to their crush, following the CTA prompt.

• For 24 hours, an industry-first "live" TikTok billboard takeover showcased influencer content and user-generated submissions participating in the "Tell Them You Love Them" prompt.

• An incredibly sweet + emotional Marriage Proposal IRL in Times Square as our billboard takeover grand finale, creating a real life rom com moment for a lucky couple!

• A Valentine’s Day content rollout across Netflix’s socials celebrating the proposal moment (TikTok, Instagram, Pinterest, Facebook + Twitter!)

• Industry First TikTok Billboard Takeover with Live Content Feed

• 87M+ Views across #YourPlaceOrMine hashtag (as of Feb 13th)

• 30M+ Views across campaign content

• 24 Hour Digital Billboard Takeover in Times Square