Announcing a price drop by making it look as cheap as possible.

The obvious move: a big, slick, expensive-looking announcement. The problem: it undermines the message. If you're telling people the price just got dramatically cheaper, high-gloss production sends the wrong signal entirely.

We leaned into the cheapness. Instead of A-list talent, we used internet sensations known for lo-fi, reactive content. Using social listening, we identified people who'd been visibly complaining about Netflix's price on their own accounts. Then we got the creators to personally congratulate them, one by one, for surviving long enough to see it come down.

The self-awareness of the format was the joke, and the joke made the news. People who got called out shared it. People who weren't wished they had been. The campaign spread because it was funny, specific, and refused to take itself seriously. Which, for a price drop, is exactly the right register.

Recognition