Netflix partners with TikTok to reinvent the modern movie trailer
The Opportunity
To promote their highly-anticipated action title, Red Notice, Netflix partnered with TikTok’s Creative Lab to strategize, ideate, and execute a social campaign that would drive mass viewership and engagement during its premiere week
The Problem
The traditional 16:9, 60 sec trailer format was proving to be less effective on TikTok compared to other social video platforms
The Insight
On TikTok, lo-fi fan parodies of movie trailers were racking up engagement & viewership numbers that rivaled (and often surpassed) those of the official studio trailers
The Results
62% higher engagement rate than industry benchmarks
3x the comments compared to standard trailers
200M+ views
18% higher positive sentiment compared to other Netflix videos
Red Notice became the most watched Netflix film of all time
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The Solution
Pair each of the film’s stars with three TikTok creators to collaborate on a custom TikTok movie trailer shot in their own signature styles.