The video streaming industry is an increasingly crowded space. The category is either perceived as functional or simply linked to some key titles in the catalogue. We wanted to move Netflix away from a single title showcase and instead create an emotional bond with our audience to the entire platform.

We wanted to celebrate all the passionate and sensitive viewers that share the same passion for great stories as Netflix. To do that we highlighted one of the most iconic trademarks of the brand: the “Tudum” we hear every time we start a show on Netflix. Just like that, daily scenarios turn into the beginning of great new tv shows or movies, from comedy to horror, through the eyes of our protagonists: everytime they recognize one of those moments, they can’t help it but comment it with a Tudum. The unmistakable sound that triggers the beginning of a great new story.

To establish a bond with our audience, we first needed to find them. Research uncovered that a high percentage of our audience was interested in music and tuning in to Sanremo Music Festival. Data also showed that second-screening was an extremely common behaviour; with many posting online in real time about what was happening on stage. We realized this was the perfect media moment to communicate and hijack the festival. But how could we convince them to tweet, post and share about Netflix instead of the stories onstage? Through social listening we realised the “Tudum” Netflix sound bite was well known online as the prelude to great stories and was the topic of many jokes. Our audience knew“Tudum” meant a great story was about to start, we just needed to show them.

During the Sanremo Music Festival, when the audience was as its peak, and people were going crazy with comments and live reactions all over the internet, we released a film on major social networks and tv (Facebook, Instagram, Youtube and Twitter), knowing that it would be picked up by users and become a social trend. And just like that the conversation shifted from the Festival to Tudum, with memes, comments, reactions, stories talking about our film throughout the whole week of Sanremo. Then to fuel even more the conversation, we launched through a social bot the first ever audio emoji: the Audioji. While a special Tudum button that we delivered to Italy’s main radio stations, helped us get to a even wider target: every exciting news or story was commented with a Tudum.

Reach: +51.000.000

Engagement: +420.000

Earned media: +11.000.000