Quick Summary
- Netflix New “Moments” features lets users bookmark and share their favorite scenes from Netflix content.
- The “It’s So Good” campaign features celebrities celebrating iconic Netflix movie scenes and promoting the “Moments” feature.
- Over 700,000 views of the campaign on YouTube and coverage on major news platforms highlight its viral success.
- The campaign emphasizes sharing and revisiting Netflix’s most unforgettable content.
Introduction
If there is one thing Netflix knows how to do well, it’s keeping fans glued to their screens. They’ve now added a new dimension by launching an ad campaign promoting Moments, a new feature that allows users to share favorite scenes from TV shows and movies on social media. The campaign quickly went viral, gaining 700,000 views on YouTube within weeks of its release and generating significant media buzz.
The ad campaign, launched in late October 2024, is called “It’s So Good” and it is—dare we say it?—so good.
The campaign promotes binge-worthy content while at the same time transforming Netflix into a cultural megaphone for its fans. To date, the ad has been watched over 700,000 times on Netflix’s YouTube page and is still being discussed on major news platforms.
Background
For years, Netflix has shaped the streaming industry, standing out with its extensive library of content and their foray into the production space.
The challenge for the streaming giant is that competition has been heating up, with rivals like Disney+ and HBO Max aggressively competing for eyeballs.
This year, Netflix upped their game with their new Moments feature, designed to seamlessly integrate content discovery with social sharing.
To promote this feature, Netflix launched the “It’s So Good” campaign, which is all about celebrating those unforgettable TV moments, taking you back to the feeling you had when you first became obsessed with a great show on Netflix.
Campaign Overview
“It’s So Good” features celebrity cameos from Olympic gymnast Simone Biles, rapper Cardi B, and actor Giancarlo Esposito, who are obsessed with some of Netflix’s most popular series, like “Stranger Things,” “Wednesday,” “Squid Games,” “Baby Reindeer,” and “Formula 1: Drive to Survive.”
The campaign ties iconic scenes from these shows into Netflix’s new Moments feature, which turns every jaw-dropping scene, emotional reveal, or side-splitting moment into a shareable clip.
From the iconic dance scene in “Wednesday” to the graveyard scene in “Stranger Things,” the Netflix ad combines nostalgia, celebrity power, and clever storytelling to ignite excitement around both the streaming platform’s content and its brand-new functionality.
The campaign opens with Giancarlo Esposito acting out Wednesday’s famous dance, which is followed by references to memorable moments from other hit shows.
Cardi B unpacks plot twists, while Simone Biles is inspired to take up motor racing, all tied to Netflix’s most celebrated series.
It’s all about reliving those moments that have become iconic in the eyes of viewers.
The ad brilliantly weaves pop culture references into the emotional connection viewers have with Netflix’s shows.
Each celebrity cameo adds weight, creating a campaign that appeals to an extensive audience.
The ad closes with the phrase “so good” echoed obsessively by various characters, before Esposito intensely whispers, “You better watch. It’s SO good.” This dramatic finish ties the ad to Netflix’s messaging of unforgettable experiences.
Viral Success Factors
Star power
Using a high-profile cast, while also blending humor and relatability, the ad appeals to a global audience.
Cardi B’s playful energy, Simone Biles’ inspirational presence, and Giancarlo Esposito’s comedic timing combine to create a campaign that was predestined to go viral.
Associating these stars with memorable moments from Netflix’s hit shows is a clever way of drawing in a very engaged audience.
Nostalgia-driven content
While the stars play a leading role in the campaign’s viral success, it’s the emotional connection of the ad that really sets it apart. The nostalgia that fans get when watching the ad reminds them why they fell in love with these shows in the first place.
Seamless feature integration
The ad cleverly positions Moments as an extension of the viewer experience. Instead of simply marketing a new tool, Netflix links Moments to fans’ desire to share the scenes they love most.
This positioning makes Moments a must-have feature for anyone wanting to relive or recommend their favorite shows.
Strategic audience targeting
The campaign expertly caters to Netflix’s broad and diverse audience. With the variety of shows included in the ad, the campaign makes sure that there’s something relatable for everyone.
What’s more, the stars cast in the show each appeal to a different audience, giving the campaign massive reach.
Balance of humor and FOMO
The campaign uses elements of humor, a proven ingredient in the viral recipe, with a focus on shareable moments. Without even realizing it, the viewer develops a sense of missing out, a compelling reason to watch (or rewatch) the shows.
Cross-platform synergy
Netflix is running this campaign across multiple online platforms. This omnichannel approach gives the ad maximum reach, appearing in places where Netflix’s audience is most active.
Impact and results
The “It’s So Good” campaign is incredibly successful, with the YouTube video alone amassing over 700,000 views within weeks of its release. When it hit other social media platforms, it spread even faster, generating huge buzz on X, Facebook, and Instagram.
Fans love the campaign for its blend of humor, nostalgia, and star power, which created organic discussions around Netflix’s most iconic shows.
The campaign has effectively turned subscribers into brand ambassadors, extending its reach far beyond traditional advertising.
Marketer Takeaways
- Make sharing effortless. Features like “Moments” create new ways for fans to engage and amplify your brand’s content.
- Combine functionality with storytelling. Campaigns like “It’s So Good” show that highlighting a tool can also tell a meaningful story.
- Involve cultural icons. Celebrities can elevate a campaign by making it relatable and exciting for a broad audience.
- Make it actionable. Netflix doesn’t just celebrate past successes—it encourages fans to interact with them in fresh, engaging ways.
- Cross channels. By pushing the campaign out across multiple platforms, Netflix reached a wide and engaged audience.
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