Challenge
Netflix is known for a lot of great programming, but they weren't known for reality dating shows. So when it was time to announce their slate of new and returning shows, we knew we had to go above and beyond the standard press release. We needed to make an announcement that was worth talking about and sharing so reality dating fans would think of us for their next guilty pleasure.
Solution
We made a boyband. We took five of their hottest (and most loved) reality dating show stars and pulled them together into a boyband named N-2-Luv. Then we created a hit new single that unveiled the lineup of shows with its lyrics, and shot a music video of them singing, dancing and whatever else-boy-bands-do-ing to bring it all together. With a cameo from Nick Lachey endorsing the group, it was one part 90s nostalgia, one part Netflix reality dating show in-joke, and all must watch social content that put our new lineup right in the middle of the social conversation.
Results
Outside of social, the singing, dancing and undulating pulled in over 2.4 billion impressions at a cost of 3 cents per thousand impressions. Not bad for five guys, one song, and a growing group of Netflix reality dating show fans. 8.3 Million Views 2.5 Billion Impressions $0.03 per 1,000 Impressions
Chemistry
Chemistry is an independent, full-service agency with employees and offices in Atlanta, Miami, New York, Phoenix, and Pittsburgh. A culture lab made up of doers and makers united by the belief that an ounce of action is worth a pound of theory. Our name was born out of the belief...
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