Netflix: Narcos

This case study explores how American entertainment company Netflix successfully launched its new TV show Narcos by using modular marketing to target a variety of audience groups.

Brand: Netflix

Agency: AvatarLabs

Campaign Summary

For the worldwide rollout of new TV show Narcos, American entertainment company Netflix devised a completely innovative production plan, with different ads targeted at different international territories, all delivered from a single dynamic feed.

The innovative marketing approach was dubbed "The dynamic, global toolkit."

All videos, messaging material (in multiple languages), trailers and rollover character reveals were modular, and could be modified to target different international audiences.

Narcos was a major hit around the globe from the very first days since its release, as fans binge-watched the first ten episodes and Netflix...

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