I've been saying for years how you can relate almost every life situation to a F.R.I.E.N.D.S episode. It is one of my all time favourite shows, so I was delighted to hear about Netflix's re-marketing strategy of the show which did exactly that.
They have tagged clips from each episode on YouTube. So if you search for make up tutorials this will bring up a clip of Joey advertising blue lipstick (if you haven't watched F.R.I.E.N.D.S yet please do!). It is a very clever idea to attract new generations of fans.
And how did they do this? By taking control of the data. Data can be a marketers best friend, helping you target your ideal customer to produce qualified leads.
Netflix went down the route of being programmatic (basically means automatic), which when paired with data became a very powerful tool.
So the question is how do you utilize the data you have to create impact for your business?
Programmatic creative is now flexible and advanced enough to insert dynamic and personalised elements into online ads to enable the idea of “mass personalisation”, which was essentially what the big idea “Share of Coke” brand campaign was shooting for. These developments hopefully thaw the relationship between brand marketers and data, particularly as they open up exciting and innovative brand campaign ideas that can be brought to life in this brave new world. Take, for example, Netflix’s campaign to promote the addition of all ten seasons of Friends to its library. Conceived by Ogilvy Paris, it’s a pre-roll video campaign that responds dynamically to videos watched on YouTube by inserting a clip from Friends that relates to the video topic searched for.