Back in 2003, when DVD rental stores were on every corner and people asked the question, “Why would I ever rent movies through the mail?” Netflix had recently gone public and had a healthy subscriber base. However the company struggled to explain the value of its business model to the press and get positive media coverage beyond the novelty factor.
- Working with the senior marketing team at Netflix, created a guide defining Netflix’s value and message for the media and other entities, in order to encourage coverage and spark mentions and story ideas.
- The core of the guide was a collection of subscriber stories showing how subscribers used Netflix to bypass traditional home entertainment channels
- The tone was playful, excited and visionary
- Garnered media attention for the service and unique subscriber stories
- Helped shape the image of the company in the media and beyond, as Netflix became a household word
- Netflix subscriptions jumped from 600,000 in 2002 to 4.2 million in 2005
- When was the last time you went to the video store?