Team academic project · Spring 2025

Project Overview

The team created an integrated marketing campaign for Netflix using the concept #MakeBingeGreatAgain.

The campaign aimed to bring back former subscribers and encourage more viewing by positioning Netflix as a place for entertainment and shared experiences.

I focused on market analysis, looking at Netflix’s business situation and its main challenges. I also designed social media ad concepts, using research to guide engaging visuals.

The Challenge

The project examined Netflix in a competitive streaming market, where viewers had multiple subscription options and increasing reasons to reconsider their spending.

The central question was: “How can Netflix renew audience interest by reminding viewers what they enjoy about watching?”

What I Did

· Analyzed Netflix’s market context and key business challenges

· Examined competitive pressure and barriers to subscriber re-engagement

· Contributed market insights to the team’s campaign development

· Created social media ad mockups using distinct emotional appeals

· Explored AI creative tools to develop visuals and present advertising ideas

The Approach

We explored what was happening around the brand, like competition for viewers, subscription issues, and the challenge of keeping people interested in a crowded market.

Our team used these insights to create a campaign that focused on helping people rediscover the fun of watching Netflix. For social media ads, we explored two creative directions:

1) A family or a group of friends watching together framed Netflix as part of a moment of connection. The concept emphasized the experience around the content.

2) A meme-style ad about watching “one more episode” drew on a familiar viewing habit. The goal was to make the message recognizable and easy to engage with.

Results

· Contributed a market assessment that helped frame the campaign challenge

· Created social media ad concepts with different emotional appeals

· Connected the campaign message with recognizable audience experiences

· Developed visual mockups showing how the ideas could appear in a social feed

· Gained hands-on experience with new tools for visual creation and advertising development

Key Takeaway

By understanding the brand’s challenges, we created messages based on experiences people know, like laughing with friends, watching with family, or getting caught up in another episode.

This was my favorite academic project because I liked moving from research to visual storytelling. Trying out new tools made the process rewarding and increased my interest in blending marketing analysis with creative work.

What I’d Improve

I would test ad ideas with the target audience to see which message made people more interested in coming back to Netflix. I would also make a clearer distinction between former subscribers and current ad-tier members, since each group might need a different message and call to action.