Overview
Netflix partnered with Digital Media Management (DMM) on an influencer campaign to support the premiere of Jennifer Lopez: Halftime.
Netflix Jennifer Lopez: Halftime Influencer Campaign
Spark conversation, engage fans, and celebrate Jennifer Lopez' career and Netflix Halftime premiere at the Tribeca Film Festival.
Strategy
DMM secured 5 mid to top-tier Latinx TikTok creators (390K – 1.6M followers) to promote Jennifer Lopez: Halftime through promotional content on TikTok. The 5 creators were also invited to attend the film’s premiere at opening night of the Tribeca Film Festival.
Results
The 5 creators, with a combined social reach of 4M+ followers, posted 5 pieces of paid content resulting in 203K impressions, 20.5K engagements, and an impressive 9.8% engagement rate. An additional 38 pieces of added-value content generated 558K impressions and 57K+ engagements.
To support the launch of Netflix’s first official TikTok filter, DMM tapped Kenneth Pabon to launch the filter in an earned post on the Netflix TikTok account, which generated 208K+ impressions, 15K engagements, and an impressive 7.0% organic engagement rate. DMM also secured Teffi Pessoa for an earned IG Reels Collab post with Netflix Con Todo resulting in 80K+ impressions, 4.7K engagements, and a 5.9% engagement rate.
Taking into account the added-value and Netflix-branded content, the blended campaign totals amassed 1M+ impressions and 97K+ engagements
Con Todo (@contodonetflix) & Tefi Pessoa (@hellotefi)
which JLo eras are your favorite? Tefi & Michelle Buteau shared their picks at the #HALFTIME premiere.
ok, JLo has a LOT of great movies! Have you watched them all? @Kenneth Pabon
SPOTTED: @jlo getting loud in NYC 💃🏻 stream #Halftime on @netflix #NetflixPartner
1M+
Impressions
97K+
Engagements