In France, Netflix’s core audience are millennials. How could we add additional value to their social interactions?

What if we combined the entertainment brand with our audience’s social No.1 channel, Snapchat? A marriage between Netflix and Snapchat clearly must end up in entertainment heaven…

When Snapchat introduced the Snapchat scissors we knew there was no time to lose. The first brand to leverage the new tool would also take it all, see Taco Bell and its Cinco de Mayo Lens.

Netflix ‘n’ Stick was born, a nationwide outdoor-campaign with a difference.

It promoted Netflix’s most popular actors in sticker form, so Snapchatters were able to “dream” cast every Snapchat interaction with their heroes.

The lines between traditional and digital marketing were blurred. Eleven, Francis Underwood and Pablo Escobar were just a scissor cut away. Netflix was making millions of millennials laugh outside of their streaming activities.

We put our NetflixnStick posters up so they’d cover all touchpoints of public commuting, nationwide.

For 15 days, millennials would take the subway with POTUS aka Frank Underwood and Piper Chapman would sit next to them during an ordinary bus ride.

All they had to do was snap their hero’s face, cut it out with the scissor function, and use it in their stories. And since the sticker got automatically saved in their emoji library, Snapchatters were able to use it as often as they wanted.

Cost for Netflix: Zero. The brand managed to infiltrate the Snapchat scissors without paying a cent.

NetflixnStick was designed to entertain our audience when they needed it most, and tapped into their natural behaviour. Therefore we relied on WOM. As well as sending influencers personalised posters to play with prior to launch, we didn’t spend money on any media buying other than OOH…

Our Snapchat empowered outdoor campaign was a self-starter from day one.

First of all, the top 4 online magazines for Netflix’s core audience – Konbini, My little Paris, Allocine, and Melty – embraced our mobile-driven initiative immediately and snapped Netflix ‘n’ Stick stickers straight away. There was no need for any additional PR when you have those guys promoting it for free.

Secondly, an impressive number of influencers were also cutting, sticking and snapping their personal Netflix heroes organically; having noticeably lots of fun with our stickers. Their audience caught fire and the poster hunt was on.

Lastly, since Snapchat hasn’t developed native tools yet to measure success of content and the existing Snapchat metrics don’t apply to our specific case we turned to social mentions of Netflix ‘n’ Stick on other channels