Netflix, a global leader in streaming entertainment, aimed to launch a new series targeting young teens, a demographic of emerging social media users finding their voice. Partnering with Cosmo5 Group company 1000heads, Netflix sought to understand this audience’s social media habits, fandom drivers, and expressions to ensure a successful series debut.
The Challenge
Netflix needed to isolate the young teen demographic within the broader social media landscape. The challenge was to gain deep insights into how they used social platforms, what fueled their fandom, and how they expressed it, to craft a tailored and effective launch strategy for the new series.
Our Approach
We leveraged advanced social analytics and proprietary in-house tools to uncover actionable insights:
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Implementation: Identified relevant series, cast members, and influencers resonating with the target demographic. Used demographic profiling and image recognition to analyze follower profiles, studying their interests and behaviors. Employed a comment analyzer for topic clustering and sentiment analysis of series and cast-related content to explore fandom dynamics.
This data-driven approach provided a comprehensive understanding of the young teen audience’s preferences and engagement patterns.
The Impact
The insights informed a strategic brief that shaped Netflix’s 360-degree launch plan, guiding media planning, content focus, channel selection, influencer partnerships, and music choices for the series. Within three months, the campaign delivered exceptional results, establishing the series as a leader in its category and driving unprecedented engagement among young teens.
3M
Followers amassed in 3 months
400M
Video views on TikTok
#1
Most engaged with show in the category
