NETFLIX: PARADISE PD
Paradise PD, a new adult animated series from Netflix, features a bumbling, ragtag force of misfit police officers in Paradise, a quintessentially f***ed American small town. The squad’s in-world, IRL suite of social media channels echo the show’s depraved humor and blissfully clueless point of view.
As part of the overall social campaign for Season 1 of Netflix’s Paradise PD, the 911 Calls were meant to attract both non-Paradise PD viewers and current viewers alike using a universally recognizable format and sound-off compatibility. Their goal: Entertain first, advertise second, if at all.
Young or old, many people have seen transcribed 911 calls. Our viewers were “tricked” at first into believing many of these were real calls with an absurd enough opening to be funny but enough realism—at first—to believe they could happen. Strategically, this allowed us to hint at the style of humor in the show without any of the series’ often divisive jokes.
Essentially unbranded and stripped of any PPD content, the videos could be enjoyed without any knowledge of the show itself. The show-agnostic format gave us universal appeal across a multitude of Netflix social channels, and the online comments allowed fans of the show to organically spread the word to each other. This increased traffic to the shows social pages, growing engagement across the full suite of our campaign’s assets, and attracting millions of potential viewers for the show.
We followed launch with a growth and engagement strategy: Grow the Facebook Watch subscribers by writing comedically heartfelt storylines. This connected us to the Netflix Is A Joke follower base—a demographic mostly outside the Paradise audience. This evolved into a scripting strategy to test engagement: Plant short, quotable punchlines to see how viewers would respond in the comments sections. It succeeded, as the punchlines showed up throughout hundreds of comments, and view counts jumped into the millions.
At first, some viewers didn’t know if these were real calls, which could have affected the goal of driving viewers to service. However, enthusiastic fans not only used the comments to point back to Paradise PD, but pointed out that if they liked this humor, they may like the actual show. The second challenge was piracy. Several of our first posts were ripped and re-posted without Netflix end-tags. In the end, we decided that popularity is popularity, no matter the means, and our vocal audience base once again cleaned up the mess by using comments to clarify the true source of the video.
The third challenge was whether or not the format would work if we used it to directly advertise Paradise PD’s second season announcement. The season two announcement only garnered 1.1M views: a respectable number, but a fraction of the larger 9-38M view counts in the series.
This entirely organic social campaign, comprised of six original pieces of video content, accumulated over 110M views across Netflix platforms included @ParadisePD (Facebook, Instagram, Instagram Stories, Twitter, and Facebook Watch), @NetflixIsAJoke (Facebook, Instagram, Twitter) as well as @Netflix main brand channel (Instagram Stories).
Paradise PD: Best Emergencies Ever, the original Facebook Watch page which housed the OG assets, garnered more than 420K followers with only six videos from the inception of the channel—in addition to 548K Reactions,
267K Comments, 1.4M Shares in total.
Our best performing Facebook Watch video in the series (The Break-in) earned over 38M views and 933K engagements (Reactions, Comments, Shares) just on Facebook Watch alone.
The six videos posted on @ParadisePD Instagram are responsible for +50K new followers accounting for over half of the channels follows.
The series posted on @NetflixIsAJoke Instagram earned the account 4.8M engagements, 65.7M Impressions, and 84.4K follows, accounting for 20.6% of the overall following of 409K.