Netflix is a 150 billion dollar company responsible for 15% of global internet traffic.

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Netflix is a 150 billion dollar company responsible for 15% of global internet traffic.

But here’s the thing…

This didn’t happen by accident.

Meet the marketing genius behind all of Netflix’s most recent viral wins, Marian Lee:

Marian Lee took over as Chief Marketing Officer just 1 year ago – and from the global success of Wednesday, to the enduring virality of Glass Onion, she has undoubtedly been creating some serious waves.

To do this, Marian is utilizing three key tactics: •  Physical Advertising •  Influencer partnerships •  Maintaining the hype

Physical Advertising Netflix builds hype for upcoming releases by using a series of witty billboards and carefully placed physical ads, creating familiarity with characters before they have even hit our screens.

Billboards for Wednesday in LA, for example, featured the character alongside a quote saying: “I read your screenplay. It’s time to rethink your writing career

Influencer partnerships Netflix is teaming up with content creators to drum up buzz for new releases – such as partnering with

@MrBeast

to offer an unwitting couple a once-in-a-lifetime trip to Paris, to see the premiere of Murder Mystery 2.

Maintaining the hype Netflix is analyzing the content that audiences are creating surrounding released shows.

For example, they identify the moments the audience is most obsessed with, the sound bites they are using – and shape Netflix brand’s content around it. This is skyrocketing engagement on Netflix’s social accounts

What’s awesome about this is Marian is shifting from a more general brand focus to giving individual titles the spotlight – and it’s paying off in a gargantuan way.

Platforms like Netflix have a big opportunity to be shaping the conversation around their releases – and it’s awesome to see this happening in practice, at scale

What can we learn from this example? You have got to start thinking outside the box. Attention is the commodity everyone is fighting for and in a sea of notifications and feeds, it takes more to catch a consumer’s attention.

So whether you work a 9-5, run your own business, or are building your own brand, think like Marian: • How can you utilize physical space to stand out? • How can you partner with influencers / thought leaders? • How can you maintain the hype with content?

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