Overview
Netflix partnered with Digital Media Management to enlist holiday musical enthusiasts and Dolly Parton superfans to drive awareness of and tune-in for her new movie, Christmas on The Square.
Netflix’s Dolly Parton’s Christmas on the Square
Showcasing the festive music in Dolly Parton’s new Christmas special.
Strategy
In order to highlight the musical aspect of this campaign, we leveraged the film’s soundtrack on TikTok and Reels to drive views and engagements among the target audience. The content inspired creators on platforms outside of the campaign to incorporate the music within the content, adding to the earned value of the campaign.
Results
8 paid influencers posted 21 pieces of content across Instagram, Facebook, and TikTok.
Content resulted in 545K impressions and 41K engagements.
21
Pieces of Content
545K
Impressions
41K
Engagements