Netflix’s Dolly Parton’s Christmas on the Square

Showcasing the festive music in Dolly Parton’s new Christmas special.


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.



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.


8 paid influencers posted 21 pieces of content across Instagram, Facebook, and TikTok.

Content resulted in 545K impressions and 41K engagements.

Mark Kanemura (@markkanemura)

Having a Dolly Holiday with the queen @dollyparton and her new @netflix holiday movie #ChristmasontheSquare. Out now on @Netflix. Link in bio. #ad

Chadd Smith (@maddchadd)

Get in the Christmas spirit early this year like we did & check out #DollyPartonChristmas on @netflix

Jason Chen @JasonChen

#ad Flip the switch on your holiday blues with @DollyParton’s new holidays musical, #ChristmasOnTheSquare. Streaming now on @Netflixfilm


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