Tubi’s tongue-in-cheek ‘Not on Netflix’ brand campaign took into account the price hikes of the current and soon-to-be-launched streaming services in the coming year. Recognizing that consumers are tiring of growing streaming fees and subscriptions, Tubi aimed for pro-consumer messaging highlighting Tubi as a complement to SVOD and an antidote to subscription fatigue. Tubi analyzed Google Trends and Search data to find that millions of people were searching for free versions or alternatives to Netflix, which informed the campaign strategy. Ultimately, the campaign’s goal was to not only let consumers know there was a solution to their streaming woes, but to also provide a call to action for advertisers – as nearly 70% of Tubi viewers also watch Netflix.
On November 18, Tubi, the world’s largest ad-supported VOD service, launched a brand campaign with such Hollywood notables as Chris Noth (Sex and the City), Carmen Electra (Scary Movie), Terrence Howard (Empire), Nicole Scherzinger (The Pussycat Dolls), Robin Thicke (singer-songwriter and producer) and Colton Underwood & Cassie Randolph (The Bachelor), all discovering something life-changing.
In the midst of the streaming wars, Tubi gave much-needed levity with the launch of six commercials that see these recognizable faces find the cure for subscription fatigue during what at first appears to be your typical therapy session. They’ve all admitted they’ve met “someone” new to help alleviate them of their streaming problems: Tubi.
Tubi’s ‘Not on Netflix’ campaign featured:
• Chris Noth feeling guilty about wanting to make a change from his ‘first love’
• Carmen Electra analyzing her commitment issues and finding something...huge
• Terrence Howard struggling to shake off past roles still haunting him
• Nicole Scherzinger on avoiding drama and freeing the stream
• Robin Thicke overcoming everyone wanting a piece of him
• Colton Underwood exploring something ‘on the side’ – with Cassie encouraging it
Tubi gives movie and TV watchers what they’ve been missing without asking for anything in return – premium content, and no subscriptions or fees.
In addition to a coordinated digital, social and CTV launch, OOH advertising also appeared in New York City (7th Ave & 42nd Street, Penn Plaza, Madison Square Garden, and two terminals at JFK) and Los Angeles (Hollywood & Vine and two terminals at LAX). Each commercial and OOH advertisement directed viewers to a microsite (www.notonnetflix.com) with a playful message: “all’s fair in love and streaming.”
Tubi’s fall brand campaign was the company’s largest PR moment to date – with 353 press stories, 757M+ impressions and coverage including Adweek Editor’s Pick, LA Times Business section cover story, Variety and a broadcast segment on EXTRA. The campaign generated 17.4M total video views (paid + organic), exceeding the company’s 10M view goal. Social media views among each of the Hollywood notables exceeded their other sponsored content by 20-80%. The campaign also raised awareness amongst advertisers, including a +9.8% awareness lift driven by YouTube media and 77K microsite visitors – with 82% coming from paid media (i.e.B2B audience).
The overall campaign reached the advertising community in the key Q4 scatter buy season with an impact across top publications and with OOH in key sales markets. The campaign was 100% powered by data. Tubi identified that consumers were suffering from subscription fatigue on social media and found that it was overwhelmingly due to SVOD price hikes and declining Netflix content options. Analyzing Google Trends and Search data, Tubi found that millions of consumers were searching for “free” versions of Netflix - they wanted what’s Not on Netflix and for free. Using that data, Tubi built a pro-consumer awareness campaign that let consumers know you don’t have to pay for SVOD and be trapped in subscription fatigue - you can stream for free.
Tubi creatively exceeded best practices and industry standards by using data to not only understand its consumers, but to understand their unique, challenger position in the marketplace.
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