The adoption of OTT (over-the-top-streaming) services picked up in 2020 as consumers spent more time at home in the wake of the COVID-19 lockdown.

In a cluttered streaming space in India where over 40+ platforms jostle for consumer attention and share of wallet, content discoverability becomes very important. We wanted to ensure Netflix was everyone’s first choice by answering the eternal question: “Which show do I watch today?”

We wanted to drive Consideration for Netflix India by positioning it as the most preferred destination with content for every mood.? So, we found the places where they revealed how they were feeling.

To build on this positioning in the minds of consumers we partnered with 3 key platforms - Twitter, Spotify and Swiggy – that allowed us to tap into 3 key behaviours that Indian consumers had developed.

• Content Discovery - 84% of all streaming title conversations on Twitter are about ‘discovery’, with users sharing and seeking recommendations

• Binge-watching - Streaming services such as Netflix have helped drive a sharp spike in sales for online food delivery in India led by orders from ‘screenagers’ binge-watching shows on these platforms.

• Audio streaming – During the lockdown in 2020, audio streaming went up by 40% as people started streaming music while exercising, doing housework, and working from home.

We created a Recommendation Engine that gave people on Twitter ‘mood-based’ recommendations. To get a recommendation, all consumers had to do was tweet one of 862 emojis representing that represented their mood to @NetflixIndia with #NetflixMatchMaker. The Recommendation Engine then sent an auto-response with content recommendations.

A premium placement on Swiggy’s homepage drove consumers to a virtual Netflix Multiplex within the Restaurant and Grocery section. Consumers would be shown a curated list of restaurants paired with the most relevant titles from the Netflix library. This section was updated weekly to showcase the latest Netflix titles basis Occasions, Genre-based themes, Specific timeslots and Characters.

On Spotify, we created a digital experience via an animated landing page. Once connected, consumers were served their streaming programs for the week. Consumers could see why they were recommended the selection, delve further into their recommendations, and were also served a matching playlist on Spotify.

7% uplift in Netflix App downloads

3X growth in MAUs (monthly active users) 10mn Campaign awareness

63Mn Video views achieved over the entire campaign across platforms

2.3 Mn Clicks delivered

413Mn Impressions delivered across platforms

4.1 Mn Engagements achieved

2X increase in Netflix Brand related keyword searches

On Twitter, 85,000+ unique recommendations were sent out to the users

On Swiggy, 500,000+ users were exposed to the new Netflix content each week

On Spotify, 200,000+ people participated in the Match Maker experience spending close to 2 minutes on the microsite

The sentiment for the campaign was overwhelmingly positive with 99% Positive

+Neutral mentions on social platforms