Overall, we wanted to do two things: Drive awareness that Netflix.Shop is the official store of Netflix, and drive sales from our BFCM campaign running concurrently. Leading my team, as well as our agency partners, we decided to lead the campaign with a ‘Hero’ series comprised of 3 videos, as well as create supplementary content that would continue to support the campaign for the two-week period across multiple digital & offline channels.

How we did it:

- Organic Marketing: Taking over @netflix & @netflix.shop on YouTube, Tik Tok & Instagram

- Paid Social: We split the campaigns up into top funnel (video views), mid-funnel (link clicks), and bottom funnel (purchases) to ensure we were covering audiences at all stages of the buying journey

- Paid Search: We created Google-specific assets to use on Pmax for mainly traffic & sales purposes

- Influencer Seeding: We wanted to make sure that customers could relate, so we hired around 35 to 40 influencers who did everything from unboxing to showing us a day in the life of their favorite Netflix shows

- Physical Mailers: We also wanted to test offline channels by creating mini catalogues and sending them to existing Netflix subscribers 

- Email: Given users on this channel already knew of Netflix.Shop, we used it mainly for BFCM messaging & referrals

I managed all of our internal & external teams to create and deploy the assets, as well as handled the execution of the campaign myself so that performance optimizations were handled as data rolled in.

- Deployed over 30 assets across multiple channels, reaching 250% more consumers in two weeks than the monthly average

\- Hero series achieved 5x our typical CTR with the average viewing time doubled

\- 300% increase in site traffic when compared to monthly average

\- Featured in multiple news & editorial sites like Vice and DailyBeast

\- Had almost 40 influencers promoting Netflix.Shop on their handles

- Achieved over 110% of our BFCM sales goal, seeing 2x ROAS performance compared to the previous year

Initially conceived in February 2018, it was an experience that taught me how to run a business by overseeing more than just the Marketing department. At the end of 2018, we launched an ‘MVP’ of the service, which took our monthly service and made it quarterly. We used that data to help influence the strategy of ‘Premium Seasonal’ in 2020 to attract a new customer who wanted more elevated clothing, as well as offer an alternative service to our existing customers who were getting burnt out from receiving clothes every month.

Acting as the business lead, I had to collaborate with Logistics, Merchandising, Customer Service, Product, Engineering, and my Marketing team to identify the needs of each department that would be put into a requirements document and used for scoping the new service.

- Logistics: Our previous shipping method was too slow for a lot of customers, so we negotiated new lines with UPS that would also accommodate upgrading our packaging from the bag we had sent clothes in

- Merchandising: We wanted to introduce new apparel categories to the service, as well as source better materials for production

- Customer Service: We identified customers’ pain points with the monthly subscription (whether the service itself or the way they managed it online) and used those to build out a new website on BigCommerce

- Product/Engineering: We worked with a dev agency to design & build the new website to reflect the ‘premium’ aesthetic and introduce the features customers requested

- Marketing: We built a GTM plan that spanned across multiple digital and offline channels

What We Launched:

- Quarterly subscription service

\- Includes ‘add-ons’ which acted as a hybrid e-com store to complement subscription box

\- Also elevated our brand image as we did an unofficial rebranding to ensure the aesthetic was more in line with the luxury we were promoting

- Exclusive new clothing line with upgraded materials & category offerings

- 3 new boxes that the subscription would be shipped in (previously shipped in bags)

- New shipping methods via USPS & UPS (previously only USPS SmartPost)

- Relaunched website on BigCommerce (previously a custom-built site from 2013)

\- Featuring many functions that were requested from customers, like interactive style guides, the ability to customize their quarterly shipments, switch between subscription offerings, and more

- Digital magazine/lookbook each quarter

\- Previews the entire collection & BTS from our team for inspiration for the capsule

- Personal stylists assigned to each customer (upgraded customer service)

The Results:

- 52% decrease in Churn

- $65 increase to overall AOV per customer

- Signed up 10,000 members within the first quarter