Earlier this year, Snapchat released its main used functionality: the filters. One of this filters - the Face Swap - has been a massive success since then. We capitalized on this trend in order to promote Netflix original series. With one selfie... become your favourite hero!

We focused on Netflix hit shows: House of Cards, Orange Is The New Black, Narcos, Unbreakable Kimmy Schmidt... They were especially designed to fit Snapchat filter and make people want to share the #NetflixSwap. The campaign was divided in two steps.

Step 1: targeting the audience

We displayed the posters all across France: Paris, Lyon, Marseille and Montpellier. The posters were displayed in front of press headquarters, highschools, popular locations, tourist attractions... Each place was chosen to reach the largest audience possible.

Step 2: reaching a larger audience

Once NetflixSwap was launched, it quickly became a hit. The campaign kept going during the biggest Netflix event ever made in Europe for journalists and influencers. We displayed the posters in a re-created Orange is the New Black jail kitchen where guests had lunch: the perfect place and moment to relax and take pictures. Thank to their communities, the NetflixSwap kept spreading.

All over France Snapchat user swapped again and again, making it so big that Netflix used it during their biggest European press event: the Slate event. In only a week 12 000 new Kimmy appeared, 23 000 new Pablo, 27 000 new Boo and who knows how many Frank Underwood ...

This interactive outdoor campaign capitalized on the massive faceswap trend and for the first time changed Snapchat usership.