Information overload and the growing importance of influencers, it's difficult to offer them something that would make them feel relatable and share content organically. We felt that the Netflix Valentine's Day campaign, promoting new and well-known content, required a non-standard action.

The objective was to inspire Gen Y content creators to spend Valentine’s Day with the new or well-known Netflix titles. The tool was nostalgia. A yearning for the past that rediscovers the present.

The campaign focused around two new Netflix titles: "A Girl and an Astronaut" and "Squared Love All Over Again". Their target audiences were the millennials who grew up in the 2000s. Back then, the "window to the world" was the iconic BRAVO - colorful magazine about pop culture, but also the first place they could read on sex and intimacy. Its final issue in 2017 certainly closed an era in the declining press market.

The idea was to use nostalgia to get inspired by the past and bring an added value to the present. Together with Bauer Media - the owner of the brand - we created a special issue of the magazine from scratch, based on the well-known formats of BRAVO.

The rebirth of it gave them something priceless - it brought back the memories from their teenage time. For our target group BRAVO - a colorful magazine about pop culture was their “window to the world”. It was the first place they could read on sex and intimacy. Its final issue in 2017 certainly closed an era in the declining press market.

We used this ingenious but well-known and beloved format to showcase a variety of Netflix’s Valentine’s content to choose from.

We partnered up with Bauer - the publishing house of the original magazine and together shaped the format of the special edition of Bravo, inspired by Netflix. Along with Bauer Media Poland, we created from scratch a new issue starring Netflix characters.

We have chosen formats that were the most suitable for the magazine rebirth and its adaptation to contemporary content.

As the two premiering Netflix titles had a shared target audience, female 35+ declaring themselves as the millennial generation, we reached out to the top 50 KOLs and journalists who gather such communities. It included both beauty, lifestyle and entertainment sectors.

The sendout was purposely exclusive. We have sent influencers personalized Valentines Day gift to show them Netflix’ love.

We focused on the formats that shaped the iconic perception of the magazine: posters, photo story, emoji interview, letters to the editor, fashion column. All this aligned with the Netflix values: courage and passion. Along with Bauer Media Poland, we created from scratch a new issue starring Netflix characters.

The work on the issue was closed after two weeks of work. The sendout of the limited paper magazine started on February 10th and finished on the 14th – Valentines Day. After the paper issue was distributed, we implemented the contests with the paper The magazine as the prize.

Along with the exclusive paper content, the influencer could organically share the issue through a QR code attached to the pinkish envelope with a personalized headline on top. The envelope said: “For you (your name), I’ll watch the same thing twice”.

The sendout was purposely exclusive.

The magazine took Gen Y by storm and flooded Polish Instagram on the Valentine's Day.

We also received a lot of comments of excitement like:

“It’s divine. One of the best PR packages I have ever recived” - Anka Śmietanka;

“You touched my nostalgia tone [...] Amazing idea! Made my day!” - Mateusz Glen

Afterwards, we partnered with the selected content creators who made contests for their communities through their channels. Nearly 300 people entered wanted to get it in paper.

The total reach of just Instagram account which shared the new on Bravo was 5,5 million.

The buzz around the sendout generated organically. It was noticed by the creative industry, a nationwide online gossip medium and Facebook communities.

The online version of the magazine reached 10 thousand views.

The presence of the new Netflix titles in BRAVO contributed the titles to reach the top 10 viewership statistics in Poland.