Netflix’s CMO Marian Lee is driving the platform’s success by championing individual shows and tapping into the cultural zeitgeist.
She’s an expert at identifying and engaging with fans, building Netflix into a cultural powerhouse.
Engaging Fans on Social Media
For Lee, the marketing magic lies in listening carefully to what fans are talking about on social, particularly TikTok where Netflix has 35 different accounts and “billions of impressions.”
“We have an engaged fanbase across our social channels globally,” she added. “Our teams are so connected to what each of our fandoms are doing and saying in these channels, so they’re able to spot something that’s bubbling from far away and capitalize on that.”
Bringing the Netflix Experience to Life
Lee has also been focused on bringing conversations off-screen and offline by investing in physical events tied to original Netflix shows, making the imaginary world real.
These have included immersive soirees such as The Queen’s Ball: A Bridgerton Experience, which is currently accepting guests in 10 cities across the U.S., and Squid Game: The Trials, a live interpretation of the dystopian game show-style competition featured in the Korean blockbuster series.
Use Netflix’s Strategies
Not every brand has the influence that Netflix does, but every brand should aim for it.
- Identify Cultural Touchpoints: Stay attuned to the conversations, memes, and movements that resonate with your target audience, and find authentic ways to join these discussions.
- Embrace Social Media as a Two-Way Conversation: Listen to your customers, participate in trending conversations, and create content that invites interaction and user-generated responses.
- Collaborate with Influencers and Fans: Partner with influential figures and super-fans within your niche to create authentic, user-generated content that resonates with your broader audience.
- Measure Cultural Impact: Look beyond traditional ROI and consider how your campaigns are shaping conversations, influencing trends, and driving cultural relevance.
Netflix’s marketing strategy, under Marian Lee’s leadership, demonstrates the power of cultural relevance in building a brand. By engaging audiences both online and offline, Netflix continues to influence trends and conversations worldwide – and you can too!
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