From creating binge-watching to positioning spoilers as positive, Netflix is a brand that breaks rules.

It took the same fresh approach to the global roll-out. Because the company is largely virtual, there was no supply chain, no brick and mortar to contend with. And while most brands drive demand and consumer excitement by promoting in advance, Netflix didn’t want to do what was typical.

So Netflix flipped the script once again. They decided to launch THE WORLD. All. At. Once.

130 countries simultaneously. From Azerbaijan to Vietnam, South Korea to Saudi Arabia.

And to make the reveal groundbreaking? Keep it all a secret, creating the ultimate moment in time to unveil the news.

The result: #netflixeverywhere.

Netflix surprised the globe from the main stage at CES, then let the story snowball. Earned media gave Netflix credibility in new markets; existing fans shared their passion, creating a massive global sensation.

Under embargo, we brought Netflix executives, agenda-setting media and influencers together in South Korea, Taiwan, Singapore, Hong Kong, focusing first on business and tech media. Consumer and entertainment long lead media followed in select markets leading to coverage post-launch, creating a consistent drumbeat of news.

We conducted extremely limited outreach in India, where a hyper-competitive media market could endanger embargoes. We held all communications until launch in the Mideast and Eastern Europe, where regulatory issues could be at play. Once news broke, we activated our teams around the globe to engage media immediately.

Netflix secured a keynote at CES for co-founder and CEO Reed Hastings. Reaching global tech, consumer and business journalists, Netflix created a larger than life stage; developed a speech with a larger than life story; and while thousands in the room and around the world watched via livestream, flipped the switch on in real-time during the speech.

#netflixeverywhere became the most important marketing story of 2016.

We tracked top tier media in our priority markets. Analysis of representative sample media: 95%+ positive sentiment, key message penetration of nearly 100%.

#netflixeverywhere trended on Twitter globally. Social conversation using #Netflix, #Netflixeverywhere reached approximately 31,500 posts per day (1/6-7/16) resulting in lift of 753% compared to the norm.

Netflix was most searched keyword on Naver, South Korea’s #1 portal site throughout launch day.

Netflix launch was among top ten most-read business stories of all time on Times of India website.

Overall global media coverage was too massive to count—resulting in billions of impressions.

Business results: The launch helped drive Netflix subscriptions. Around the world, subscription rates increased 21% over previous quarter. The lift was evident not only in emerging markets where Netflix was quickly building its subscriber base but in its home U.S. market where subscription rates increased 43%.

Revolutionary. Disruptive. Netflix is a brand that has upended industries from Silicon Valley to Hollywood.

And it’s revolutionized not just industries—but us. How we watch TV, our taste in shows, and even our relationship with entertainment has fundamentally changed because of this single brand. It’s been a seismic shift.

The massive simultaneous global launch this past January introduced Netflix to millions of new consumers in a one-of-a-kind way, setting the stage for the first truly global TV network. It’s not every day that a brand can introduce itself to the world. All. At. Once.

To identify priority consumers and markets, Netflix analyzed: broadband penetration, consumer sentiment, English language penetration, and availability of payment systems.

Additional considerations: new language translations (Korean, traditional, simple Chinese, Arabic), whether local governments or regulatory bodies might object to Netflix’s introduction due to cultural sensitivities or censorship, and if local media and influencers would respect embargoes.

Top priority markets: South Korea, Taiwan, Hong Kong, Singapore, India, GCC, Poland, Turkey.

In each country, virtually every vertical of media would be at play: business, tech, consumer, entertainment.

We customized strategies for each, ranging from extensive pre-briefing under embargo to holding all communications outreach until launch day.

Strategy for launch day relied on both media and consumers to tell the story.

At launch, tapping into the credibility of earned media would be critical to positioning Netflix in markets where it was largely an unknown quantity. Tapping into consumer passion would convey the excitement.

For the past several years, as the company has grown dramatically in the U.S., Netflix methodically launched in a few international markets per year, creating a strong footprint in the Americas and Western Europe. In 2015, Netflix embarked on a new path--to expand globally rapidly in a disruptive way.

While passion for the brand hit feverish levels in North America, Western Europe, and Latin America, Netflix remained an unknown quantity in many markets.

This introduction to new countries would mark the first time millions of consumers would hear of the brand. It was critical that the actual launch reflect the brand’s character and consumers’ passion for it.

A one-size-fits-all approach—even for a global launch—presents challenges. Disruptive brands that challenge the status quo yet disregard cultural sensitivities do so at their own peril, as other brands can attest.

Netflix needed a disruptive plan that was smart and powerful.