Netflix is running the first custom creative campaign for its ad-supported tier in partnership with Geico, according to news shared with Our Website.
The insurance firm's gecko mascot and Leo the lizard, protagonist of Netflix's "Leo" animated film featuring Adam Sandler, are paired in a new marketing effort. They appear together in a 30-second ad where the Geico Gecko offers on-set advice. The campaign includes TV and online video ads, outdoor ads, and social media content. This deal showcases Netflix's adoption of a co-branded marketing strategy as it looks to invest in advertising for future growth.
Netflix is now trying out co-branded partnerships as it aims to attract more advertisers looking to align their products with the platform's original content. The recent "Leo" campaign, launched in conjunction with a film release on Nov. 21, is part of this new strategy and includes the use of traditional commercials alongside the usual engagement-driving tactics.
Our previous co-branded marketing ventures with Netflix have included Domino’s "Stranger Things" campaign and Old Spice’s partnerships with “The Witcher.” The collaboration of Geico with “Leo” sets itself apart by having ads that are shown directly on Netflix, providing the insurance firm with a more direct way to reach viewers.
“The combination of the iconic Geico Gecko and the new reptile Leo is a prime example of delivering more enjoyable ad experiences for members and more contextually relevant messages for advertisers,” stated Magno Herran, Netflix’s VP of marketing partnerships. “Although this is the first, we are excited about creating additional opportunities like this for our brand partners and members.”
The new commercials, created in collaboration with creative studio Framestore and animation specialists Animal Logic, feature the Geico Gecko providing tips to his scaly counterpart Leo, who is portrayed as an on-set consultant. The tips include vocal warmup routines and finding the perfect lighting for a scene. In the end, Leo expresses frustration at the prospect of having to repeat the process the next day, highlighting the challenges of his role.
"Leo" has achieved the record of the biggest animated film debut on Netflix, with a whopping 34.6 million views within just six days of its release. The Adam Sandler-led movie secured the top spot on the English-language top 10 list of the streaming service. Netflix's increased involvement in advertising partnerships comes after significant changes in leadership. Jeremi Gorman, the former global ad president, left the company in October after initially joining to develop the ad-supported tier. Netflix's fast transition to advertising, despite previously hesitating to carry commercials, has not been without challenges.
Earlier this month, Netflix announced that its ad-supported tier has reached 15 million active monthly users. The streaming service is prioritizing this offering as the focus in the streaming category moves from subscriber growth to profitability. While revenue from ads is not yet a significant part of Netflix's overall results, the company has seen a 70% increase in membership for the cheaper plan in Q3.