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

Links:

Vox

Case Study

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.

Ryan Reynolds

The Rock

Gal Gadot

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