Netflix, the online streaming service that has redefined how we consume TV and movies, chose Exposure as its launch partner in September 2011. Well established in the US, the UK and Ireland became the first market for the platform’s international expansion.
Our brief was to launch the brand into the crowded and fragmented marketplace, educate UK consumers on what Netflix was (and was not) and help drive subscriber numbers.
At launch, Exposure ran a full media junket in London which, despite a vastly different programming schedule from the US, resulted in blanket coverage including interviews with the CEO on BBC Breakfast, Radio Four and BBC News 24. We repeated the junket in Ireland, creating a similar wave of media coverage.
Followed by a hardworking, proactive press office that told the Netflix brand story front every conceivable angle, our activity not only helped to secure one million members within six months of launch but resulted in Netflix hitting its internal subscription target five months earlier than expected.