Campaign concept
A familiar scroll. A new destination.
Turning
Doom-scrolling
into
Discovery.
NetClips: short-form video that meets Gen Z and Millennials where their attention already is — and leads them back to full-length Netflix shows and films.
Scroll → Discover → Watch
choices. Swipe up. Find your next story. ↓
grabs you. A moment. A mood. A new obsession. ↓
your next
watch. Short clips. Big stories.
SCROLL INSIDE · CONCEPT VISUAL
01 / Project snapshot
One campaign.
A new way in.
Integrated Marketing Campaign
Campaign Concept
Scope & deliverables
- Creative Brief
- NetClips Campaign Concept
- Storyboard
- SWOT & Perceptual Map
- 12-month phased rollout
The challenge
The next thing to watch
is competing with
the next swipe.
The brief identifies a shift in Gen Z attention from streaming to free short-form content on TikTok, YouTube Shorts and Instagram Reels.
It also highlights YouTube overtaking Netflix in streaming watch time, while Netflix viewers feel overwhelmed by “too much choice”.
How can the scroll become a route into the story?
02 / The audience
18–50.
Global audience · Men and women
Always connected.
Still looking for what’s next.
A broad 18–50 audience, with Gen Z and Millennials at the heart of the campaign. Middle- to upper-class, multi-device binge-watchers who value on-demand entertainment.
They discover and share recommendations through word of mouth and social media.
03 / Research & insights
Read the room.
Then change the feed.
Five insights from the project brief shaped a simpler path from browsing to watching.
Short-form.
Big pull.
Short-form content is hugely popular. The brief highlights shorter online attention spans and the need to earn interest quickly.
Less searching.
More watching.
Viewers spend too long scrolling instead of watching. They want quick, low-effort ways to decide.
Feel it.
Then find it.
People may not know their mood until something sparks it. They want to sample content before committing.
A moment worth sharing.
Trending moments help people feel connected — making discovery something that travels between friends and feeds.
80%
of US adults still use streaming services, with Netflix the most popular platform, according to the research supplied in the project brief.
04 / The strategy
NetClips.
The scroll is the starting point.
Small moments.
A way into something bigger.
Short-form videos of the most engaging moments from Netflix shows and films, designed like Reels and TikToks.
A curated, top-of-funnel gateway to full content — turning a familiar vertical scrolling behaviour into a discovery experience.
Reach audiences through a short-form format they already enjoy.
Let an engaging scene reveal a story that fits their mood.
Build a clear route from a compelling clip to its full-length title.
05 / Single-minded proposition
“Netflix understands what you want to watch, even before you do.”
06 / Campaign creative
Short clips.
Big stories.
The audience hook
“Tired of doom-scrolling for what to watch? NetClips has you covered.”
The supporting message
“Quick. Simple.
Just the good stuff.”
The storyboard / From friction to discovery
So many choices…
nothing to watch.
There’s an
easier way.
Swipe until
something
grabs you.
Found it.
07 / Campaign delivery
In the feed.
On the street.
Part of the conversation.
Delivered through social media and out-of-home advertising, using trending audio, meme formats and live moments such as countdowns and premieres.
08 / 12-month phased rollout
Launch the habit.
Build the connection.
Launch
Introduce NetClips on Instagram and YouTube with high-engagement catalogue moments.
Amplify
Scale with OOH, trending audio, meme formats and live premiere moments.
Amplify
Deepen the path from clip to full title, supporting trial and subscription, including the ad-supported tier.
The campaign idea
Turning Doom-scrolling
into Discovery.
A short clip starts it. A big story keeps you.
Netflix / NetClips · Integrated marketing campaign concept