As Netflix has seen near-record viewership throughout the pandemic, the streamer is hoping to amplify its originals even further and continue its momentum into the fall.
In the streaming giant’s first global brand campaign, called “One Story Away,” high-performing Netflix original series such as Stranger Things, Money Heist and When They See Us get front-and-center placement, as the service urges potential subscribers that they’re “just one story away” from understanding some of the characters and stories found in Netflix’s original lineup.
“Sure, there’s a lot you may not know, but that’s exactly what makes a story worth watching,” a narrator says over the campaign, which also shows clips from Netflix originals including The Witcher, Unorthodox and Tiger King. “Because at the end, we’re only one story away.”
The campaign was created with help from agency AKQA, and has been in the works for nearly a year, preceding the arrival of new chief marketing officer Bozoma Saint John, who joined the streaming service in June.
In a blog post, Eric Pallotta, Netflix’s vice president, brand and editorial, said the campaign is aimed at amplifying the emotional responses that stories on Netflix can offer subscribers.
“I first heard the phrase “we’re only one story away” a couple years ago from a colleague in the hallway, and it’s stuck in my head ever since,” Pallotta wrote. “I knew it would resurface one day, and when we started working on this campaign almost a year ago, it felt like we had finally found the right moment. These words perfectly encapsulate the passion for storytelling that lies at the heart of what Netflix—and the creators we work with all over the world—are trying to bring to our members.”
The campaign kicks off today in 27 countries, and will run across out-of-home, television, radio, digital and print. Voiceovers have been localized. It’s more evidence of the increasing importance for Netflix on global growth as its U.S. market becomes more saturated and more crowded with competitors, most of whom are trying to build a service that is attractive to a broad user base.
It also comes as Netflix has had two consecutive quarters of higher-than-expected subscriber growth due to the surge in at-home entertainment viewing from Covid-19 shutdowns and lockdowns. In its most recent quarter, Netflix added 10 million subscribers, including 2.9 million in the U.S. and Canada, bringing its total global subscriber base to 193 million.
The campaign also debuts the same week that its entertainment executive leadership braces for a major shakeup. Cindy Holland, a longtime executive who was vp of original content, will leave the company next month, and Netflix vp of local language originals Bela Bajaria will take on the role of vice president of global TV—yet another indication of the company’s international focus.