🟨 Netflix: Wednesday Hates Marketing, You Are Not Alone
What would Wednesday do?
Hey there!
Every other Wednesday, I share a Marketing Campaign example to help you get fresh and actionable ideas to sell more and grow your business.
Netflix‘s spooky comedy, Wednesday features the famous characters created by Charles Addams. This time, the story is told from the perspective of the Addams family's dark and eerie daughter.
Wednesday and Gen Z hate marketing targeted at them, especially when it feels fake and patronizing. Their natural doubt became the campaign's driving force – asking, 'What would Wednesday do?' If Wednesday became the focus of manufactured attention, she wouldn't just go along with it quietly.
Tapping into nostalgia and the familiarity audiences share with the Addams family characters, Netflix made sure that everyone was buzzing about Wednesday.
A couple of months before the premiere, Wednesday was launched with a Twitter account which gave people the opportunity to interact and share memes about the upcoming show.
The viral dance and soundtrack from the show, the Wednesday Dark Prom dance challenge got a huge response on TikTok, racking up 25 billion views.
Wednesday’s sarcastic attitude towards marketing was used in outdoor advertising across the US including billboards, subway stations to trucks, elevators, and posters among others.
Netflix surprised people by bringing "The Thing" from the Addams Family to life and sending its real-life replica to wander the city streets while capturing their priceless reactions.
This is what Wednesday did - she made history on Netflix with the largest pre-premiere campaign ever. The show earned 3 billion impressions in the US, gained over 3 million followers on its social channels, and added another 50 million followers on the main cast's personal channels.
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Wednesday Hates Marketing is an example of an integrated marketing campaign. The series gained a viewership of 1.24 billion hours within the first 28 days it was released. The spin-off is the second-highest-watched English-language series on the streaming platform, trailing only behind the fourth season of "Stranger Things."
🍉 Action Points
Use memorable quotes from your content - The real hero here is the use of quotes from the show on traditional advertising platforms. By leveraging Wednesday's dark humor, these quotes aren't just lines; they're snippets of intrigue. It's like giving potential viewers a sneak peek into the series' personality.
Know your audience - Netflix knows their audience, the younger generation. The viral dance and soundtrack from Wednesday were literally everywhere – TikTok and Instagram. It's not just about having a presence; it's about speaking their language and creating a vibe that people want to be a part of.
Shock marketing for the win - The Wednesday campaign isn't just a tap on the shoulder; it's a full-blown wake-up call. In a world where everyone's screaming for attention, shock marketing waltzes in. Remember, the louder you can be (in a strategic way), the better chance you have of cutting through the noise.
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