All Hail Netflix on New Year’s Eve

Challenge

Following the success of its original programming, Netflix challenged Zeno Group to raise brand awareness among families by supporting the launch of a new original series for kids: “All Hail King Julien.” This series was slated to launch December 19, a perfect time of year for families to enjoy during the holidays, but a busy time to cut through the media clutter.

Disruption

Netflix partnered with Wakefield Research to uncover New Year’s Eve truths taking place in homes across America. The study found that, yes, more than a third of U.S. parents (34%) admitted to fooling their kids into thinking it’s midnight to starting the countdown early. Zeno leveraged the New Year’s Eve timeframe partnering with “All Hail King Julien” creators, DreamWorks Animation, to develop an original, on-demand New Year’s Eve Countdown featuring the king of all party animals, King Julien. With a crowded media landscape, Zeno identified a window to announce – just between Christmas and New Years – that proved to be optimal and timely. Well-placed pitches with parents who could relate, led to stories on CNN, Good Morning America, USA Today and snowballed to 2,000+ earned placements, thousands of social posts and 500,000 views on Netflix.