August 29th, 2022 marked Netflix’s 25th anniversary of incorporating.
Rather than pat ourselves on the back, we looked at this milestone as a moment for us to reconnect with our fans in the midst of a crossroads for the brand. Our strategy: help people remember why they fell in love with Netflix in the first place.
We created a :90 sec video to retell our story through the eyes of the fans who got us there. We wanted to show that while we may have created Netflix, it was you, the fans who made us the cultural phenomenon we’ve become. We supported with a day of nostalgic posts on social and even a special red envelope on the Sunset Marquee.
The video made it to the Today Show and generated ~15M organic impressions in 24hrs.