Netflix IT

Netflix IT

Raising mass awareness for the new Netflix series Julie and the Phantoms, with boxset fans in Italy.

The Objective

When it comes to Netflix, their main goal is creating something that sparks conversation and inspires people with something relatable to them. For the launch of Julie and the Phantoms - a new Netflix Original pre-teen show- TikTok was the perfect platform to do so thanks to its creative community that were ready to be activated and inspired.

The Solution

Netflix Italy, in partnership with We Are Social , ran a Branded Hashtag Challenge, one of TikTok’s most popular awareness-boosting ad formats. The concept was simple – use your imagination and showcase your groove to the new show’s theme song, wherever you are, in the #JulieAndThePhantoms challenge.

A Branded Hashtag Challenge uses the perfect formula for reach and engagement. It jumps into the feeds with thousands of creative UGC, all housed under a central “challenge page” that includes an external link and description. Its hashtag commands attention in TikTok’s trending hashtag list and a suite of additional ads included in the bundle push users towards the challenge. Here, Netflix Italy ran a TopView Lite, One Day Max In-Feed and In-Feed Brand Premium Ad.

On top of this, Netflix Italy doubled down by collaborating with six well-known Italian Creators (including Sespo, Noa Planas and Del Toro) to launch the challenge, kickstarting its reach with a bang. The Creators inspired a wave of creativity, from transforming the kitchen mop into an air guitar to dancing their hearts out in the bedroom mirror. And the community danced their way to the top of their feeds in response.

The Results

The results speak for themselves – the campaign generated over 229 million video views and 153,000 video creations. What’s more, the challenge garnered a massive 13.93% engagement rate, showing that boxset fans all over the country took to the feed to show their rhythm. Julie and the Phantoms got the spotlight treatment indeed.

Products Used
TikTok For Business

TikTok

The leading destination for short-form mobile video.

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TikTok For Business

Branded Hashtag Challenge

A one-of-a-kind engagement format that taps into user passion for creation and expression.

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TikTok For Business

TopView

Present your brand on the best and unmissable placement of TikTok.

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TikTok For Business

In-Feed Ads

Integrate video content into users' "For You" feed.

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