When it came time to launch Netflix’s new lineup of reality dating shows, we turned to social. Using Netflix and cast member social channels we launched and sustained an earned-media focused campaign that generated 8.3 million views and over 2.5 billion impressions at a cost of three cents per thousand impressions.

When people think of reality dating shows, they don’t think of Netflix.

Known for cult faves like Bridgerton, Stranger Things, and Squid Game, Netflix has over 200 million subscribers. And while individual Netflix dating shows like Too Hot to Handle and Love is Blind have some serious followings and meme-obsessed fans, as they continue to try new formats and add titles, Netflix wants to begin to dominate the genre of reality romance. Eventually encouraging their own forms of BachelorNations or Bravoholics.

With a huge slate of new seasons and new shows, this year’s launch was a milestone moment for the brand. So our challenge was simple: Get Netflix’s new lineup of reality romance shows the attention they need to come front of mind for reality romance fans.

To announce Netflix’s new and returning slate of shows, we made a boyband of Netflix’s hottest (and most loved) reality stars, and had them sing and dance through a music video for a new single that highlighted every show in the lyrics.

We partnered with five fan favorite stars and Netflix reality show host (and former boyband frontman) Nick Lachey to create a piece of social content that was one part 90s nostalgia, one part Netflix reality dating show in-joke, and all must-watch social content. We dropped the single on Netflix’s Instagram, Facebook, and Twitter where reality stars hopped in to share their thoughts and crack jokes with fans while our new boyband took to sharing on their own platforms as well. And if you couldn’t get enough of this summer bop, it was also available to stream on Spotify anytime, anywhere, girl.

Target Audience:

Reality-loving women who enjoy distracting from their drama (or lack thereof) to bask in others’. Some watch a whole season in one weekend while group texting. Some watch alone while their family sleeps. Others sneak in an episode during breaks in their ER shifts (true story). No matter their age (18-44), relationship status, career choices, or family status, millions of these women share an obsession for reality dating shows.

Data gathering:

Netflix shared proprietary research surrounding the fandom of reality romance and their target audience. We layered on cultural research -- mostly from social listening across Twitter, TikTok, and Instagram -- to get to our strategy.

Approach:

Tap into our obsession with contestants.

We’re as loyal to our favorites as we are to our sports teams / players. This loyalty and obsession creates a cult-like following that can be tapped into to create a groundswell of interest.

We planned a piggyback production where we’d get stars already in LA for Netflix PR and promo work to meet at a soundstage and record a quick little music video. Then this thing called the Omicron variant popped up, and we had to pivot to a fully remote production just like 2020. Oh, and the budget stayed the same.

Timeline & Placement:

Across one week, we teased, launched, and extended the campaign.

Tease:

Share stills that tease the band and song on Instagram and Twitter from Netflix, Nick Lachey, and the 5 members of the boy band.

Launch:

Share the video on Netflix’s YouTube, Twitter, Instagram, TikTok, and Facebook

Nick Lachey and 5 members of the boy band to reshare.

Extend:

Netflix TikTok, Instagram, and Twitter to share a video montage of bloopers from filming. And the 5 boyband members sharing their individual clips on the platform(s) of their choice.

For just one music video we got 8.3 million views, over 2.5 billion impressions, and the love song sensation that swept the internet off their feet at three cents per thousand impressions.