Netflix

The Objective

Increase awareness and talkability

One of Netflix's most popular series worldwide, Money Heist, has returned to close its plot. When the series came on stream in 2017, the success was instantaneous: suddenly, everyone was rooting for the bad guys in the story instead of the good guys. And the plot that has engaged so many fans for so long has come to the time of saying ciao. With a date scheduled to come to an end in 2021, its production is one of the most expected of the year and the launch was split into two parts with an interval of three months between them.

To live up to this much-loved title by the fans, the first phase of the campaign was created to promote the chapters released from the last season of the series with TikTok being one of the chosen platforms, since it allows fans to have an active participation in its dissemination.

The goal of the campaign was to take advantage of the buzz that the release of the new episodes would cause and further increase the awareness and talkability of the first part. The target was as broad as the audience in love with La Banda. And to the end this farewell on a high not, Netflix featured a song with lyrics inspired by each character of the series and starring the Brazilian rapper Emicida.

The Solution

Hashtag Challenge and Branded Effect to the rescue

The song was the main hook to ask TikTok users to create content about Money Heist. Through a Branded Hashtag Challenge, TikTok users could duet with Emicida, singing a rap to honor the series. The format allows brands to put users at the center of their unparalleled earned media conversations and achievement.

In support of this solution, Netflix went even further and customized the challenge with a Branded Effect. That is, in addition to the music made especially for HTC, the brand also made available to users a filter that connected to the rap lyrics, dialoguing in real time with the song, and put on users the famous mask of Salvador Dali, so characteristic of the series, in addition to other elements of the plot as an animation of explosions and money flying in the air. And everything was synchronized with the beats.

All of this is driven by media formats that have increased the relevance of the action, such as TopView, which puts the brand in the spotlight by ranking first in users' For You section, and OneDayMax, which guarantees massive impact in a native way by appearing in 4th or 5th place in the feed. Both solutions are backup formats that ensure maximum visibility in the app.

The Results

A hit with a billion views

With a highly customized campaign strategy for TikTok, using native resources to engage users, it was clear that the results would be incredible. There were 454k unique users creating content with the hashtag. This caused it to gain more than 1.1B views during the activation period. And the numbers of engagements such as likes, comments, and shares were also great. There were 144 million interactions with HTC content, which resulted in an engagement rate of 13.71%.