Case Study: How Netflix India's Twitter campaign reached 36k users

On World poetry day, Netflix collaborated with Twitter India to engage with the users through personalized messages on the platform for driving engagement through conversations.

Category Introduction

OTTs have unleashed drastic changes in how people consume entertainment, and this consumption has only soared in recent times. Last year, especially, the surge in online viewership prompted OTT brands to roll out multiple new titles and acquire a larger audience in their fold. With the plethora of content options for consumers to choose from, OTT brands have had to up their social media game to stay in sight of their audiences and engage with them on a personal level to stay relevant in the face of changing trends.

Twitter being another social media platform where conversations unfold, OTT brands, too, have been leveraging Twitter’s conversational and real-time nature to engage with their audiences around trends and topical moments.

Brand Introduction

Twitter is a social media platform where people come to talk about their interests, stay informed, entertained, and connected. The services provided by the platform present the brands to connect with consumers and stay relevant. As per a recent Twitter survey, nearly 26% of people have directly interacted with a brand and 30% come to Twitter to find out more about a brand’s product or services - making it one of the go-to mediums for brands to engage and stay connected.

Summary

Leveraging Twitter’s conversational nature and a topical moment, Netflix India engaged with its audience this #WorldPoetryDay campaign through personalized poems based on their favorite Netflix show/movie.

Tapping on to a cultural interest, poetry, the OTT brand engaged with their audiences through a unique lyrical response for each of their responses as a part of Netflix India's World Poetry Day campaign on Twitter..

Problem Statement/Objective

The objective of the campaign was to connect with consumers meaningfully and drive brand love

Brief

Netflix was looking at an engagement activity that brought joy to its consumers and sparked fun conversations. They wanted to do so by leaning on a cultural moment/topical to drive love & association for the brand. This gave birth to Netflix and Twitter India's World Poetry day engagement campaign.

Creative Idea

Art is a popular conversation topic on Twitter and amongst Netflix users. World Poetry Day seemed to be an occasion in resonance with both the platforms to build on this insight and bring alive the engagement campaign.

The brand, thus, decided to bring together its audience’s love for their favorite Netflix titles and their love for the art of poetry through Netflix and Twitter India's World Poetry day campaign.

Also read: Case Study: How Borges reached out to 4Mn+ people through ‘Brew The New’ awareness campaign

Challenges

One of the challenges for the brands was manually responding to each of the Tweet, and doing it promptly to keep the thread relevant and as real-time as possible.

Execution

As part of the Netflix and Twitter India's World Poetry day engagement campaign, the brand commenced a Twitter thread on Sunday, 21 March, asking audiences to respond with the name of their favorite Netflix show or movie.

For each of the responses, the brand responded with a personalized poem based on the name of the show/movie shared on the thread.

Many people engaged with the initiative with poems and prose. Some even responded with poems of their own and seemed to have enjoyed the fun and engagement on Twitter for their favorite Netflix movies/series' titles through the World poetry day campaign.

Results

• The campaign garnered 36K engagements with likes and retweets.
• Netflix sent out around 2000 personalized poems leading to a 99% positive and neutral sentiment.

Quotes

Neha Sharma Katyal, Business Head - West & South, Twitter India, said, “Twitter is the go-to space for brands to connect with their consumers, and brands have a huge opportunity to leverage cultural moments like #WorldPoetryDay to engage with their audiences in new, meaningful conversations. Netflix India is undoubtedly at the top of its game when it comes to creatively engage with audiences, and the response that this campaign has received is testimony to that. We’re supercharged by this success and looking forward to creating more of such moment-led, creative work with brands across the spectrum.”