One of the most famous symbols of the city of Marseille is soap. And what better than soap to advertise a series where the heroes are ready to get their hands dirty? But there’s a twist. On contact with water, the soap releases a red substance that stains the hands. So when you use it, you suddenly discover what it’s like to have blood on your hands and a guilty conscience…

We created a dedicated press kit for journalists and influencers to send the soap over. We decided to select sharply the contacts in order to make them feel exlusive, maximise the number and the quality of releases, and be sure of the relevance of each media. We therefore sent the kit over to 100 journalists/influencers, which was composed by a mysterious package coming from Robert Taro, mayor of MARSEILLE (main character of the serie played by Gérard Depardieu), a special note written from his hand, the soap crafted as the original Marseille one, the synopsis of the serie and a USB key full of content to help them to write their press articles.

The influencers we sent the soap to reacted very positively and loved the idea. They thanked Netflix for the surprising and entertaining gift.

They shared pictures and even videos of the soap and of their hands 'full of blood' on all their social accounts (Facebook, Twitter, Snapchat and Instagram). They talked about Marseille as a great show to come and to be expected, inviting their followers and friends to discover it soon.

The most viewed french series trailer of 2016

More than 300 000 impressions

30% of conversions in press articles for the soap and even more around the show