Instagram content Brazil

The idea

With over a million categories and monthly releases in all sorts of genres it’s easy to get lost inside Netflix. As we introduced Netflix in Brazil, we needed a new fresh approach delivering our content directly to the hands of our users in Brazil, on their social media platform of choice: Instagram.

How do you promote content with content?

Instagram account

Strategy

Brazilians love Instagram. With over 36 million users just in Brazil, it's safe to say Brazilians are double tapping their days away. They over index on mobile and have welcomed all sorts of applications that will make their lives easier on-the-go.

We wanted to highlight our content discovery but also introduce a new behavior of watching Netflix anywhere and with any device, tablet or mobile. So we introduced #PartieuNetflix, a series of images showing users Netflixing on the go. (Yes, it's a verb. Netflixing: v. The act of watching Netflix).

We would first seed the content with posts of people Netflixing at home, on the bus, while having dinner, even in the shower, promoting a different Netflix title. Users would then adopt the behavior and start sharing the images of their own. Proving that Netflix would become a passion that has become part of our daily lives.

Then we created Netflix original Instagram posts recreating scenes from movies, everything from Breaking Bad to Forrest Gump, each post would be conceptualized, produced with props and models on different scenarios, posted and monitored by a community manager.

It didn’t take long before Brazil took notice…

Execution

Our team delivered Netflix fans content ranging from trending movies, sneak peeks and live events. If the Jurassic World trailer was “breaking the internet”, we made sure Netflix was being tied into the conversation with a fun post about the classic movie, Jurassic Park.

When #HouseOfCards was taking over social conversations, we elevated the experience by also letting it literally take over our Instagram channel. Our team put on their Frank Underwood hat on and generated content as if Frank himself was taking over (in Portuguese!)

To broaden the experience for our fans, we went local. We gave our fans access to their favorite actors by covering events like the Brazil Comic Con. Plus, a very special visit to the Sao Paulo Pride Parade from the cast of Orange is the New Black, who went on our Netflix float and reported directly from the parade, not only on our account, but on their own Instagram profiles as well using #NetflixNaParada.

We wanted the people in these events to feel our social presence so we Geofenced our locations and interacted with our community LIVE! With all the user-generated content at the event. Post-events we surprised fans that engaged with our content with amazing Netflix swag. Netflix became the most active brand during those days.

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The results

When we opened the channel we had, well zero. That quickly changed with an incredible and rapid growth reaching 88K followers in just 9 months, and growing daily. Our community continues to grow to the point that it has become the leading regional Netflix Instagram account in the World, proving that Brazilians are some of the most loyal and engaged fans out there.

57k followers in just 6 months