See What's Next - Netflix Global Tagline: Creative Platform (2016)

My Role: Creative Lead, Global Creative Marketing (Global Brand)

In 2015, the Netflix Global Brand team developed and launched the first ever Netflix global tagline: See what's next.

Instead of hard-launching the tagline with an announcement and 'anthem' campaign, we built a creative platform that allowed us to use our Netflix Original content to bring to life the many meanings and lenses of "See what's next."  With use-cases as flexible as the tagline itself, we we able to use story-telling to speak to the innovation of our service, to build anticipation and curiosity around our upcoming title launches, and create highly-targeted multi-title campaigns to encourage and invite members and non-members alike to see what's next.

Leveraging the launches of some of our globally supported original titles (Stranger Things, Narcos S2, Amanda Knox), we integrated moments from our content to tell a larger brand message - ranging from a playful take on more functional messages like "one month free" or "watch anywhere," to more storytelling-driven messages that drove curiosity to help drive title viewership and acquisition.  These pieces ran alongside single-title campaign launches on paid social platforms, and out-performed single-title campaign assets in both conversion and engagement.  

We also created several multi-title/brand campaigns that aligned to our See what's next creative platform, using shot moments to create a visual story-telling thread that connected groups of original content to reach targeted audiences and spark curiosity.