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.
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 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.