Netflix Sing Me A Story
Netflix is the leader in original content and title curation. Their success in music, however, was in need of a more cohesive messaging platform, so they approached Plastic Sunshine to help them tell their story.
As Netflix has continued to grow their Music offering via original shows like Rhythm and Flow and Voices of Fire as well as documentaries with Beyonce, Travis Scott, Lady Gaga, and Taylor Swift, their competition has only grown. They needed a platform to establish their leadership position and tell artists that they are the destination for talent and storytelling.
A key consideration was around Netflix’s relationship with artists. Netflix wanted to be the first choice in the minds of artists looking to tell their stories.
Starting with a strategic positioning that was big enough to support a multi-year platform and the inevitable growth of the music category, we then crafted a conceptual framework to begin telling our story.
Once Sing Me a Story was adopted, our focus moved to building out a launch campaign based on our long-term strategy. This included a holistic marketing campaign with broadcast, social, OOH, and activations.
For the launch, we created several spots, activations, and content targeted for the Grammys and beyond. Sing Me a Story debuted at TUDUM!, a Netflix global fan event garnering 1.3 million live views.
With a solid platform in place, Netflix has begun marketing their music category in a fresh way, cementing their leadership position and inviting artists to tell their unique stories.
- Brand Strategy
- Concepting
- Storyboarding
- Music Composition
- Copywriting
- Editing
- Production
- Asset Management
- Production Management