Netflix Finds 9 p.m. is the New Midnight on New Year’s Eve

Challenge

To drive home that Netflix is a brand that “gets” families and raise awareness for its original kids content, Zeno was tasked with creating a global snowball of coverage around the brand’s latest offering – on-demand New Year’s Eve countdowns that make any time midnight. Zeno, leading the charge for nine markets worldwide, partnered with SurveyMonkey to uncover what’s really taking place in homes across the globe on New Year’s Eve. The study found that more than half of parents (58%) would jump at the chance to put their kids to bed before midnight on New Year’s Eve, and 48% of American parents would count down those famous 10 seconds as early as 9 p.m.

Disruption

Armed with these insights, Zeno identified the window between Christmas and New Year’s as the optimal time to launch the six countdowns globally. After strategically seeding launch stories with CNN, Popsugar, Mashable and NBC Newsfeed, the story snowballed to 550 unique placements worldwide, thousands of social posts, a trending topic on Facebook and proved to be an award-winning idea bringing home the Bronze Lion at the 2016 Cannes Festival of Creativity in Media & Publications.