Tubi’s “Not on Netflix” campaign aimed to build on its cheeky summer brand campaign, “Dear John,” which encouraged consumers to cheat on Netflix and Hulu with Tubi. Continuing to position Tubi as a challenger brand, the “Not on Netflix” campaign took into account the price hikes of the current and soon-to-be-launched streaming services in the coming year. Understanding the real problem of subscription fatigue, Tubi developed pro-consumer messaging positioning Tubi as a complement to SVOD and an antidote to growing streaming fees and subscriptions. Ultimately, the campaign’s goal was to not only let consumers know there was a free solution to their streaming woes, but to also provide a call to action for advertisers—to let them know there were untapped audiences on Tubi’s platform.

At the height of the streaming wars, this campaign positioned Tubi as the cure for growing subscription fatigue among consumers. The campaign featured six commercials with Hollywood notables—Chris Noth (Sex and the City), Carmen Electra (Scary Movie), Terrence Howard (Empire), Nicole Scherzinger (The Pussycat Dolls), Robin Thicke (singer-songwriter and producer) and Colton Underwood (The Bachelor)—sharing their streaming woes during ‘therapy sessions.’ During these sessions, talent admits that their relationship with their current streaming service just isn’t cutting it anymore and that they’ve found something new and free to solve their problems—Tubi.

In addition to a coordinated digital, social and CTV launch, OOH advertising also appeared in key markets—New York City and Los Angeles. Each commercial and OOH advertisement directed viewers to a microsite (www.notonnetflix.com) with a playful message: “all’s fair in love and streaming.”

Analyzing Google Trends and Search Data, Tubi discovered that millions of people were searching for free or alternative versions to Netflix. On top of that, the “Not on Netflix” container on Tubi was consistently one of the top performing categories on the platform. Recognizing growing subscription fatigue among consumers, Tubi’s campaign aimed to target those who were tired of juggling multiple subscriptions and SVOD price hikes.

The call to action from each commercial and OOH advertisement drove viewers to www.notonnetflix.com, which encouraged consumers to check out the selection of Tubi titles that weren’t on Netflix.

The campaign, which launched on November 18, 2019, was strategically timed for a number of reasons. On the B2B side, the timing of the campaign coincided with advertisers’ scatter buy season, while on the consumer side the campaign launched at the height of the streaming wars (with Disney+ launching the week prior). With OOH advertisements placed in JFK, LAX and outside of Penn Plaza (NYC), the campaign also reached travelers ahead of Thanksgiving and Christmas—the busiest travel season of the year in the U.S.

OOH advertisements were also strategically placed in key sales markets for Tubi such as New York and Los Angeles, where advertisers were sure to see them (Madison Square Garden, 7th Ave & 42nd Street, etc.) Talent involved in the campaign promoted their commercials via their personal social channels, which boosted visibility among consumers, too.

Tubi’s “Not on Netflix” campaign was the company’s largest PR moment to date—with 353 press stories, 757M+ impressions and coverage including Adweek Editor’s Pick, Los Angeles Times business section cover story, Variety and a broadcast segment on EXTRA. The campaign generated 17.4M total video views (paid and organic), exceeding the company’s 10M view goal. Social media views among each of the Hollywood notables exceeded their other sponsored content by 20-80%. The campaign also raised awareness, including a +9.8% awareness lift driven by YouTube media and tens of thousands of NotonNetflix.com visitors.