Netflix and Their Chilled Approach to Brand Awareness

By Ilse V Rensburg | 11 February 2020

When the new millennium hit most people were more concerned with the millennium bug than starting a business that relied on the internet to function. But that’s exactly what Reed Hastings and Marc Randolph were doing when they launched Netflix. Of course, back then it was only a mail service offering customers the chance to buy or rent DVD’s, but it soon transformed into the supreme overlord of online streaming we know today.  

Not only has Netflix become a force to be reckoned with in their flawless marketing strategies, (have you seen the Dracula Billboard trending online?) but it has cultivated a whole new culture of viewership. (Netflix and chill, anyone?) All this from a company that was almost overshadowed by a competitor they dominate today, Amazon. 

Why They’re Winning at the Advertising Game

Netflix has embraced their fans unlike any brand before. They don’t use their products to sell their brand, rather they use their brand to sell their products. A fete that would never have been possible had they not embraced their place in pop culture and built upon their meme fame by refining their authentic voice. A voice they use to communicate with fans, like fans. Like Thors’ Hammer, they weld humour with ease, creating a level of relatedness Millenials cannot help but appreciate. 

Shut up and Take My Data

Over the years, data has become an underestimated digital asset, one Netflix has used to their advantage. Their fans don’t mind handing them their data because they get great value in return. For instance, by monitoring their users browsing data they are able to distinguish when a viewer uses Netflix, when they pause, rewind and resume content and what device they prefer to watch on. With this information and more, they can personalise emails to better their client’s experiences. What’s more, they don’t overpower you with information or emails. Instead, they focus on the user journey by only promoting one show at a time with a clear call to action button, and any marketing tie-ins are reserved for subtle appearances within each Netflix Original stream. For example, the use of Coca-Cola in Stranger Things. 

With this in mind, the key to a successful marketing campaign, whether it be for lead generation of data capturing, is strategy. Know your audience, speak to your audience with your authentic voice and embrace the culture your brand creates over the years. Once you’ve mastered that you’re well on your way to winning the advertising game, just like Netflix.