In 2013 Netflix was trying to recover from membership cancelations after announcing the split of its DVD-by-mail service into a separate business called Qwikster.
Stop the Bleeding
Netflix needed to find a way to get its customers back.
Binge Watching is a Guilty Pleasure
Although Netflix knew its customers watched content in bulk, binge watching was not socially acceptable. We worked with Netflix to survey its customers on viewing habits and found a dirty little secret people didn’t talk about – 12% of married couples were watching a show ahead of their spouse without telling them. Committing “Netflix Adultery” proved how meaningful Netflix content was to people, reminding lapsed members to come back.
You’ll Cheat on Your Partner with Us
Netflix Cheating became the source of our TV and digital campaign. Netflix Cheating got much attention in national publications, including NBC News. By the end of 2014, Netflix had become one of the biggest stock success stories showing an increase of over 500% between the end of 2012 and 2013.