Situation

With Halloween serving as a pivotal cultural moment in Mexico, Netflix recognized an opportunity to authentically engage with their fanbase.

Campaign Brief

The campaign aimed to leverage the excitement surrounding Halloween costumes and popular Netflix titles within the Mexican market, particularly targeting Gen Z and young Millennial fans.

Campaign Objectives

- Showcase Netflix's cultural relevance in Mexico by seamlessly integrating Mexican cultural elements into the campaign for a global brand.

- Drive high levels of engagement and participation among Mexican fans by inviting them to immerse themselves in the world of their favorite Netflix characters.

- Strengthen brand affinity and deepen audience connection by aligning with Mexican insights.

A-meme-to-life

The creative idea centers on the recognition and canonization of a fan-generated meme that highlights the striking resemblance between rising Mexican artist Peso Pluma and the iconic character Mike Wheeler from Netflix's "Stranger Things." Leveraging this existing online cultural conversation, the campaign transforms the meme into reality, empowering fans and celebrating their creativity. By bringing Peso Pluma into the world of "Stranger Things," the campaign blurs the lines between fiction and reality, engaging audiences in an immersive and participatory experience. This approach not only strengthens the connection between fans and the Netflix brand but also showcases the brand's responsiveness to fan culture and its ability to amplify fan-generated content into official canon with humor and lightness.

The decision to transform a fan-generated meme into a fully realized campaign was driven by the desire to authentically connect with Netflix's Mexican audience, particularly Gen Z and Millennials who are avid consumers of digital content and active participants in online communities. By partnering with Peso Pluma and integrating him into the Stranger Things and Netflix universe, the campaign tapped into the audience's passion for both entertainment and social media, creating a seamless blend of fandom and cultural relevance.

Strager Things Data

Stranger Things has garnered billions of hours in views, making it one of the most-watched English TV shows on Netflix.

Peso Pluma Data

According to Forbes Magazine streams for his songs increased nearly 8,000% from January to August, and he became the fifth most streamed artist globally in 2023 with 9 billion streams, according to Spotify.

Implementation

The campaign brought the meme to life through a carefully orchestrated collaboration with Peso Pluma and Netflix. This involved recreating a Halloween party where Peso Pluma embodies Stranger Things' character of Mike Wheeler.

Timeline

The execution was strategically timed to coincide with the Halloween season, leveraging the cultural significance of the holiday to amplify engagement and relevance. Planning and production were meticulously coordinated to maximize impact during this key period. We launch the campaign two weeks before Halloween.

Placement

Content was strategically distributed across multiple social media platforms, including TikTok, Twitter, Instagram, and YouTube, to reach a broad audience of Gen Z and young Millennial fans. Additionally, partnerships with relevant influencers and media outlets helped amplify the campaign's reach and visibility.

Scale

The campaign achieved significant scale, garnering millions of views, likes, shares, and engagements across various digital platforms. This widespread adoption and participation underscored the campaign's success.

Engagenent

Stranger Meme campaign garnered an impressive 54 million impressions and 865 thousand interactions across platforms like TikTok, Instagram, and YouTube. Particularly noteworthy was the Instagram post featuring the meme brought to life, becoming Netflix's top-performing post of the year. This collaboration with Peso Pluma not only amplified brand engagement but also infused Netflix with a contemporary cultural appeal, enhancing its connection with audiences.

Earn Media

Moreover, over 230 media outlets picked up the news and covered the campaign, including prominent publications in fashion, gossip, sports, marketing, and even international platforms like Billboard magazine. Spotify Mexico also joined our takeover, actively participating in the conversation and further amplifying the campaign's reach.

Sentiment

The overwhelmingly positive sentiment surrounding the campaign underscores Netflix's status as a culturally relevant and beloved entertainment destination, solidifying its position in the modern media landscape in Mexico.