Netflix India: Winning with memes – the Netflix story

Netflix, an over-the-top streaming service, created meme marketing content to promote original shows and films, create cultural conversations, upscale subscription numbers and reinstate its position as the number 1 streaming giant in India.

The online business / marketing objective

Netflix's media objective is simple: create cultural conversations. Rather than traditional media metrics, our KPIs are buzz, talkability and content heat.

Hence, to promote all our Original Shows and Films, we wanted to make our marketing as synonymous with entertainment as its content and surprise consumers through activations that felt culturally in-tune.

But with more, consumer choice and competition also moving into similar communication spaces there was a constant challenge to find the 'new', to innovate and push creative/new ideas to keep Netflix one step ahead.

The target audience

The adoption of OTT (over-the-top...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands